Books
Three books anchor the lineage: Thomas Gad's founding text, 4D Branding; Managing Brand Me, the co-authored extension that carried the method into personal branding; and Customer Experience Branding, which took 4D thinking into the experience economy.
Lineage
4D Branding is Thomas Gad's founding book. Annette edited the manuscript and has carried the methodology forward in practice. Managing Brand Me is co-authored by Thomas Gad and Annette Rosencreutz. Customer Experience Branding is Thomas Gad's later book extending the framework to customer experience.
The founding text of the school
The book that started the school. Thomas Gad's 4D Branding proposed that every brand lives in four dimensions at once — functional, social, mental, and spiritual — and that the durable brands are the ones coherent across all four.
The co-authored extension into personal branding
The book that turned the four dimensions on the individual. Managing Brand Me took 4D thinking and applied it to a person — the first serious treatment of what the world would later, less carefully, call personal branding.
The later 4D book on customer experience
The book that carried 4D thinking into the experience economy. Customer Experience Branding argues that a brand is now built less in what it says than in what it does — in the moments of surprise and innovation a customer actually lives through.