Designing Brand Identity or Bottomfeeder

Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands

Author: Alina Wheeler

This innovative approach -- blending practicality and creativity -- is now in full-color!

From translating the vision of a CEO and conducting research, through designing a sustainable identity program and building online branding tools, Designing Brand Identity helps companies create stronger brands by offering real substance. With an easy-to-follow style, step-by-step considerations, and a proven, universal five-phase process for creating and implementing effective brand identity, the book offers the tools you need, whether a brand manager, marketer, or designer, when creating or managing a brand. This edition includes a wealth of full-color examples and updated case studies for world-class brands such as BP, Unilever, Citi, Tazo Tea, and Mini Cooper.

Alina Wheeler (Philadelphia, PA) applies her strategic imagination to help build brands, create new identities, and design brand-identity programs for Fortune 100 companies, entrepreneurial ventures, foundations, and cities.

New interesting textbook: Singing for Your Supper or The Kitchen Gardens at Heligan

Bottomfeeder: How to Eat Ethically in a World of Vanishing Seafood

Author: Taras Gresco

An eye-opening look at aquaculture that does for seafood what Fast Food Nation did for beef.

Dividing his sensibilities between Epicureanism and ethics, Taras Grescoe set out on a nine-month, worldwide search for a delicious—and humane—plate of seafood. What he discovered shocked him. From North American Red Lobsters to fish farms and research centers in China, Bottomfeeder takes readers on an illuminating tour through the $55-billion-dollar-a-year seafood industry. Grescoe examines how out-of-control pollution, unregulated fishing practices, and climate change affect what ends up on our plate. More than a screed against a multibillion-dollar industry, however, this is also a balanced and practical guide to eating, as Grescoe explains to readers which fish are best for our environment, our seas, and our bodies.

At once entertaining and illuminating, Bottomfeeder is a thoroughly enjoyable look at the world’s cuisines and an examination of the fishing and farming practices we too easily take for granted.

Publishers Weekly

In this whirlwind, worldwide tour of fisheries, Grescoe (The Devil's Picnic) whiplashes readers from ecological devastation to edible ecstasy and back again. In disturbing detail, he depicts the "turbid and murky" Chesapeake Bay, where, with overharvested oysters too few to do their filtering job, fish are infested with the "cell from hell," a micro-organism that eats their flesh and exposes their guts. He describes how Indian shrimp farms treated with pesticides, antibiotics and diesel oil are destroying protective mangroves, ecosystems and villages, and portrays the fate of sharks-a collapsing fishery-finned for the Chinese delicacy shark-fin soup: "living sharks have their pectoral and dorsal fins cut from their bodies with heated metal blades.... The sharks are kicked back into the ocean, alive and bleeding; it can take them days to die." But these horrific scenes are interspersed with delectable meals of succulent Portuguese sardines with "fat-jeweled juices" or a luscious breakfast of bluefin tuna sashimi, "cool and moist... halfway between a demi-selBreton butter and an unctuous steak tartare"; the latter is a dish that, due to the fish's endangered status, Grescoe decides he won't enjoy again. The book ends on a cautiously optimistic note: scientists know what steps are needed to save the fisheries and the ocean; we just need the political will to follow through. Grescoe provides a helpful list of which fish to eat: "no, never," "depends, sometimes" and "absolutely, always." (May)

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School Library Journal

Adult/High School

A thorough investigation of the fishing industry. Grescoe's research carried him to major fishing ports across the globe, from the Chesapeake Bay to the Indian Ocean, where he spent time with and interviewed fishermen, fishmongers, chefs, restaurateurs, and scientists. Each chapter focuses on a different dish-"Shrimp Curry," "Bluefin Tuna Sashimi," "Fish and Chips"-telling the history of the dish as well as the legal, ethical, and health issues surrounding the seafood used to make it. The author then explains his own choices of what to eat and what not to eat. But what really drives the book is his love of cuisine. Whether it's something as ordinary as fish sticks or an exotic meal of jellyfish, he writes about it all with gustatory enthusiasm. The book concludes with a useful appendix listing alternative resources, questions to ask when buying seafood, a list of common fishing terms, and lists of seafood broken into categories so readers have a clearer idea of what is acceptable to eat. While it may not have the widespread appeal of Eric Schlosser's Fast Food Nation (Houghton, 2001), Grescoe's entertaining and informative book will arm anyone interested in a dietary change.-Matthew L. Moffett, Pohick Regional Library, Burke, VA

Table of Contents:

Introduction 1

1 The Rise of the Goblin: New York City - Pan-Roasted Monkfish 15

2 In the Kingdom of the Oysters: Chesapeake Bay and Brittany - Oysters 42

3 Panic at the Chippy: England - Fish and Chips 70

4 Small Pond: Marseilles - Bouillabaisse 96

5 Fish She Is Very Small: Portugal and France - Sardines 123

6 Wave of Mutilation: India - Shrimp Curry 147

7 Buddha Jump Over the Wall: China - Shark Fin Soup 176

8 Sorry, Charlie: Japan - Bluefin Tuna Sashimi 191

9 An Economy of Scales: British Columbia - Grilled Salmon 221

10 Fast Fish, Slow Fish: Nova Scotia - Fish Sticks 254

Conclusion 274

App Tools for Choosing Seafood 283

Acknowledgments 299

Sources 301

Index 315