Instilling brand loyalty among consumers is the key to long-term success, and requires focusing on meaningful differentiation: functional, emotional, or societa

Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer

Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-mo

Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic sta

In an era of mixed media messages, in which brands are extended to the breaking point and marketing theories compete for attention, it is difficult to create ef