Branding That Means Business

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Brand Meaning

Author : Mark Batey
Publisher : Routledge
ISBN 13 : 1317558014
Total Pages : 324 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis Brand Meaning by : Mark Batey

Download or read book Brand Meaning written by Mark Batey and published by Routledge. This book was released on 2015-12-07 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries, and expands on the theory, methods and applications of brand meaning. The book’s multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research. For more information, visit www.brandmeaning.com.

Branding that Means Business

Author : Matt Johnson
Publisher : Profile Books
ISBN 13 : 1782838805
Total Pages : 149 pages
Book Rating : 4.7/5 (828 download)

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Book Synopsis Branding that Means Business by : Matt Johnson

Download or read book Branding that Means Business written by Matt Johnson and published by Profile Books. This book was released on 2022-09-15 with total page 149 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'The most insightful book on branding of the last 20 years' Rory Sutherland, Vice Chairman of Ogilvy Now, more than ever, your brand is either loved - or it's noise. In a world defined by digital products and immediate gratification, how can your brand stand out? When consumers can easily have anything, how can your brand be the one thing they can't live without? To rise to this challenge, brands must shape not just what consumers buy, but how they act, feel and connect. This requires a new perspective, one that goes beyond business and into the fundamentals of human behaviour. Branding that Means Business combines the latest business thinking with psychology, sociology, and anthropology to show that a brand can't serve a business unless it connects with people. Equipped with these human-based perspectives, you'll have the tools to create, enhance and distinguish your brand in new and impactful ways - and make it a must-have in the minds and lives of your consumers.

Branding Basics for Small Business

Author : Maria Ross
Publisher : Norlightspress.com
ISBN 13 : 9781935254874
Total Pages : 210 pages
Book Rating : 4.2/5 (548 download)

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Book Synopsis Branding Basics for Small Business by : Maria Ross

Download or read book Branding Basics for Small Business written by Maria Ross and published by Norlightspress.com. This book was released on 2014-02-21 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing expert Maria Ross shares real-life examples and expert interviews to show how organizations of any size can create a winning brand. The secret is starting with a strong Brand Strategy, which goes beyond a logo. This book reveals a simple ten-question process to build a strong brand strategy and bring it to life.

Brand Against the Machine

Author : John Michael Morgan
Publisher : John Wiley & Sons
ISBN 13 : 1118103521
Total Pages : 224 pages
Book Rating : 4.1/5 (181 download)

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Book Synopsis Brand Against the Machine by : John Michael Morgan

Download or read book Brand Against the Machine written by John Michael Morgan and published by John Wiley & Sons. This book was released on 2011-11-22 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ditch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your audience and make strategic associations to establish credibility. Brand Against the Machine will help you stand out, get noticed, and be remembered. Brand Against the Machine is the blueprint for how to market your brand to attract better clients and stand out from the clutter that is traditional corporate branding and marketing. Instant Positioning Method: How to instantly stand out from the crowd and position yourself as a resource, not just another service provider The 20/60/20 Rule: Why it's important to take a stand and why it's okay to have haters—because it creates a stronger bond with those who love you Ditch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.

Brands on a Mission

Author : Myriam Sidibe
Publisher : Routledge
ISBN 13 : 1000069230
Total Pages : 297 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Brands on a Mission by : Myriam Sidibe

Download or read book Brands on a Mission written by Myriam Sidibe and published by Routledge. This book was released on 2020-05-10 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: Winner of the Bronze 2021 AXIOM Business Book Award in the category of Philanthropy / Nonprofit / Sustainability. Brands on a Mission explores the importance of creating a performance culture that is built on driving impact through purpose, and the type of talent required to drive these transformational changes within companies – from CEO to brand developers. Using evidence from interviews and stories from over 100 CEOs, thought leaders and brand managers, the book presents an emergent model that organisations can follow to build purpose into their growth strategy – and shows how to bridge the gap between Brand Say and Brand Do. Readers will learn from the real experts in the field: how Paul Polman, former CEO of Unilever, built purpose into the DNA of his company; what keeps Alan Jope (new CEO, Unilever) and Emmanuel Faber (CEO, Danone) awake at night; and how brand developers from Durex, Dove, Discovery and LIXIL have made choices and the reasons behind them. In this book you will learn how a soap brand Lifebuoy taught one billion people about hygiene, how a beer is tackling gender-based violence, and how a toothpaste is tackling school absenteeism amongst many others. Renowned experts like Peter Piot (Director, London School of Health and Tropical Medicine), Michael Porter (Professor, Harvard School of Business), Jane Nelson (Director, Corporate Responsibility Initiative, Harvard Kennedy School) and Susie Orbach (leading feminist and formerly professor, London School of Economics) also share examples, data and their everyday experiences of helping corporates create a culture of purpose. And leading NGOs and UN experts like Lawrence Haddad (Executive Director, GAIN) and Natalia Kanem (Executive Director of UNFPA) will recount how the public and private sector have worked together to create an accelerated path to reaching the Sustainable Development Goals by 2030. The book provides a clear pathway of how to take brands through the journey of developing impactful social missions and driving business growth, and is an essential guide for both managers and students alike.

Launching & Building a Brand For Dummies

Author : Amy Will
Publisher : John Wiley & Sons
ISBN 13 : 1119748038
Total Pages : 391 pages
Book Rating : 4.1/5 (197 download)

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Book Synopsis Launching & Building a Brand For Dummies by : Amy Will

Download or read book Launching & Building a Brand For Dummies written by Amy Will and published by John Wiley & Sons. This book was released on 2022-01-06 with total page 391 pages. Available in PDF, EPUB and Kindle. Book excerpt: Create a strong brand DNA—and watch it grow These days, customers want to have a deeply felt connection to the brands behind the products they're purchasing, which means that if you're starting a business, a strong brand DNA has got to be part of your creative process from day one. And it needs to be more than just an abstract idea: to give your brand life—and a bigger chance of surviving against the competition—you need to have a standout launch strategy and a set plan for growing your brand in a noisy marketplace. In Launching & Building a Brand For Dummies, Amy Will—who launched her first business at just 24-years-old and has been the brains behind four strong and buzzworthy brands—covers everything from crafting a powerful brand identity and planning that all-important launch to being prepared to scale up as you begin to take off. She reveals crucial lessons from her personal experience in launching five companies, as well as detailing case studies from some of the strongest brands out there, accompanied by insights and advice from successful founders and branding experts. Stand out on social media Create viral campaigns Build on Customer Loyalty and LongevityDeal with the competition Whether you're thinking of starting a business or are already building up your market share, memorable brand identity will be the key to—and Launching & Building a Brand For Dummies one of the secrets of—your future standout success.

Billion-Dollar Branding

Author : Honey Parker
Publisher : Morgan James Publishing
ISBN 13 : 161448273X
Total Pages : 167 pages
Book Rating : 4.6/5 (144 download)

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Book Synopsis Billion-Dollar Branding by : Honey Parker

Download or read book Billion-Dollar Branding written by Honey Parker and published by Morgan James Publishing. This book was released on 2012-08-21 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: Two advertising veterans explain the myths about branding—and how even the smallest businesses can benefit by defining themselves to their customers. Branding may be the single most misunderstood concept in marketing. It’s not only for big businesses with big bucks. It’s not about a logo, a color, a font, or a type of advertising. Branding is defining a company’s image in such a way that the customer is left with a single feeling about that business and what they do. Branding is about finding a business’s juicy center. Even small businesses on shoestring budgets and sole practitioners can learn the principles of good branding—an effort that encompasses not just messaging, but multiple day-to-day decisions that shape and build your customers’ perceptions and emotions. With numerous real-life examples and the expertise that comes only from experience, this book guides you to a new way of thinking about your business, and the kind of wisdom that no amount of money can buy.

Brand Naming

Author : Rob Meyerson
Publisher : Business Expert Press
ISBN 13 : 1637421567
Total Pages : 233 pages
Book Rating : 4.6/5 (374 download)

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Book Synopsis Brand Naming by : Rob Meyerson

Download or read book Brand Naming written by Rob Meyerson and published by Business Expert Press. This book was released on 2021-12-14 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won’t find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You’ll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming also includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or just want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.

Brand Admiration

Author : C. Whan Park
Publisher : John Wiley & Sons
ISBN 13 : 1119308070
Total Pages : 288 pages
Book Rating : 4.1/5 (193 download)

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Book Synopsis Brand Admiration by : C. Whan Park

Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

The Human Centered Brand

Author : Nela Dunato
Publisher :
ISBN 13 : 9789534817117
Total Pages : 322 pages
Book Rating : 4.8/5 (171 download)

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Book Synopsis The Human Centered Brand by : Nela Dunato

Download or read book The Human Centered Brand written by Nela Dunato and published by . This book was released on 2018-10-04 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Promote your business with clarity, ease, and authenticity. The Human Centered Brand is a practical branding guide for service based businesses and creatives, that helps you grow meaningful relationships with your clients and your audience. If you're a writer, marketing consultant, creative agency owner, lawyer, illustrator, designer, developer, psychotherapist, personal trainer, dentist, painter, musician, bookkeeper, or other type of service business owner, the methods described in this book will assist you in expressing yourself naturally and creating a resonant, remarkable, and sustainable brand. Read this book to learn: Why conventional branding approaches don't work for service based businesses. How to identify your core values and use them in your business and marketing decisions. Different ways you can make your business unique among all the competition. How to express yourself verbally through your website, emails, articles, videos, talks, podcasts... What makes your "ideal clients" truly ideal, and how to connect with real people who appreciate you as you are. How to craft an effective tagline. What are the most important elements of a visual brand identity, and how to use them to design your own brand. How to craft an exceptional client experience and impress your clients with your professionalism. How your brand relates to your business model, pricing, company culture, fashion style, and social impact. Whether you're a complete beginner or have lots of experience with marketing and design, you'll get new insights about your own brand, and fresh ideas you'll want to implement right away. The companion workbook, checklists, templates, and other bonuses ensure that you not only learn new information, but create a custom brand strategy on your own. Learn more at humancenteredbrand.com

Hospitality Branding

Author : Chekitan S. Dev
Publisher : Cornell University Press
ISBN 13 : 0801465265
Total Pages : 191 pages
Book Rating : 4.8/5 (14 download)

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Book Synopsis Hospitality Branding by : Chekitan S. Dev

Download or read book Hospitality Branding written by Chekitan S. Dev and published by Cornell University Press. This book was released on 2012-11-01 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from offering ever more elaborate and sophisticated amenities to the use of social media as a marketing tool—all driven by the preeminence of the brand. Chekitan S. Dev’s award-winning research has appeared in leading journals including Cornell Hospitality Quarterly, Journal of Marketing, and Harvard Business Review. He is the recipient of several major hospitality research and teaching awards. A former corporate executive with Oberoi Hotels & Resorts, he has served corporate, government, education, advisory, and private equity clients in more than forty countries as consultant, seminar leader, keynote speaker and expert witness. Hospitality Branding brings together the most important insights from the author’s many years of research and experience, all in a single, affordably priced volume (available in both print and eBook formats). Skillfully blending the knowledge of recent history, the wisdom of cutting-edge research, and promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today’s competitive global business environment.

Transforming Your Business Into Brand

Author : Jacky Tai
Publisher : Marshall Cavendish International (Asia) Pte Limited
ISBN 13 : 9789812613868
Total Pages : 0 pages
Book Rating : 4.6/5 (138 download)

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Book Synopsis Transforming Your Business Into Brand by : Jacky Tai

Download or read book Transforming Your Business Into Brand written by Jacky Tai and published by Marshall Cavendish International (Asia) Pte Limited. This book was released on 2008-03 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: No Marketing Blurb

Shift

Author : Peter Arnell
Publisher : Crown Currency
ISBN 13 : 0307590186
Total Pages : 218 pages
Book Rating : 4.3/5 (75 download)

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Book Synopsis Shift by : Peter Arnell

Download or read book Shift written by Peter Arnell and published by Crown Currency. This book was released on 2010-06-15 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: Little changes can make a big difference. When some of the world’s biggest corporations need to revive their brands, innovate products, and rethink their images, they call Peter Arnell. Now in his fourth decade of branding and marketing for such companies as Samsung, Reebok, DKNY, GNC, and Pepsi, Arnell explains how you can use some of the same strategies that famous brands do, in order to improve your own image, life, and career. Arnell knows this firsthand because he applied many of these same strategies to transform his own life by losing 256 pounds. How did he do it? Arnell created an idea he calls Shift. With Shift, you’ll discover the steps you need to take in order to become the best you. Creating and revitalizing brands happens every day in business. Shift shows how you can make it happen for yourself and your personal brand. Innovative insights such as “go helium” are used by Arnell to explain how he reached his ultimate goal of 150 pounds—you can apply his techniques to reach for your own goals. You will see—through Arnell’s description of how he “went tiger”—how to exercise your own discipline and commitment, without apology, even if that means bucking the norm. And by learning to reach out to your brand audience, you will come to understand the importance of your network of friends, acquaintances, colleagues, and family—your fan club— in keeping you motivated and providing the feedback you need for success. Weaving together personal stories of his own transformation with stories about how he created transformative change for brands such as Reebok and Pepsi, Arnell shares his unique vision on how each of us can rebrand and transform ourselves, both personally and professionally, to achieve the success we desire. PETER ARNELL, founder of Arnell, is one of the foremost branding and design experts in the world. Among the companies he and his team have worked with are DKNY, Samsung, Chanel, Reebok, Mars, Pepsi, Home Depot, GNC, De Tomaso, Fendi, Mikimoto, Special Olympics and Con Edison. He and his family live in Westchester County, New York.

Lean Branding

Author : Laura Busche
Publisher : O'Reilly Media
ISBN 13 : 1492054178
Total Pages : 292 pages
Book Rating : 4.4/5 (92 download)

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Book Synopsis Lean Branding by : Laura Busche

Download or read book Lean Branding written by Laura Busche and published by O'Reilly Media. This book was released on 2019-03-01 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every day, thousands of passionate developers come up with new startup ideas but lack the branding know-how to make them thrive. If you count yourself among them, Lean Branding is here to help. This practical toolkit helps you build your own robust, dynamic brands that generate conversion. You’ll find over 100 DIY branding tactics and inspiring case studies, and step-by-step instructions for building and measuring 25 essential brand strategy ingredients, from logo design to demo-day pitches, using The Lean Startup methodology’s Build-Measure-Learn loop. Learn exactly what a brand is—and what it isn’t Build a minimal set of brand ingredients that are viable in the marketplace: brand story, brand symbols, and brand strategy Measure your brand ingredients by using meaningful metrics to see if they meet your conversion goals Pivot your brand ingredients in new directions based on what you’ve learned—by optimizing rather than trashing Focus specifically on brand story, symbols, or strategy by following the Build-Measure-Learn chapters that apply

Trump University Branding 101

Author : Donald Sexton
Publisher : John Wiley and Sons
ISBN 13 : 0470524154
Total Pages : 339 pages
Book Rating : 4.4/5 (75 download)

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Book Synopsis Trump University Branding 101 by : Donald Sexton

Download or read book Trump University Branding 101 written by Donald Sexton and published by John Wiley and Sons. This book was released on 2009-03-23 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Trump University books are practical, straightforward primers on the basics of doing business the Trump way-successfully. Each book is written by a leading expert in the field and includes an inspiring Foreword by Trump himself. Key ideas throughout are illustrated by real-life examples from Trump and other senior executives in the Trump organization. Perfect for anyone who wants to get ahead in business, with or without the MBA, these streetwise books provide real-world business advice based on the one thing readers can't get in any business school-experience. In Trump University Branding 101, you'll learn how to: * Build a powerful brand that increases the sales and profits of any business * Launch your entrepreneurial brand * Manage the differences between service branding and product branding * Develop a brand for your real estate investments * Make your brand far more than just a name or logo * Develop clear positioning and brand strategy * Successfully communicate your brand * Choose an appropriate brand name and logo * Reinvigorate a struggling brand * Use guerrilla branding for your small business * Build your own personal brand for career development * Keep your brand image consistent * Grow your brand over time * Use your brand to increase the overall value of your business

Sticky Branding

Author : Jeremy Miller
Publisher : Dundurn
ISBN 13 : 1459728122
Total Pages : 168 pages
Book Rating : 4.4/5 (597 download)

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Book Synopsis Sticky Branding by : Jeremy Miller

Download or read book Sticky Branding written by Jeremy Miller and published by Dundurn. This book was released on 2015-01-10 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: #1 Globe and Mail Bestseller 2016 Small Business Book Awards — Nominated, Marketing category Sticky Brands exist in almost every industry. Companies like Apple, Nike, and Starbucks have made themselves as recognizable as they are successful. But large companies are not the only ones who can stand out. Any business willing to challenge industry norms and find innovative ways to serve its customers can grow into a Sticky Brand. Based on a decade of research into what makes companies successful, Sticky Branding is your branding playbook. It provides ideas, stories, and exercises that will make your company stand out, attract customers, and grow into an incredible brand. Sticky Branding’s 12.5 guiding principles are drawn from hundreds of interviews with CEOs and business owners who have excelled within their industries.

Brands and Branding

Author : Rita Clifton
Publisher : John Wiley & Sons
ISBN 13 : 9781576603505
Total Pages : 322 pages
Book Rating : 4.6/5 (35 download)

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Book Synopsis Brands and Branding by : Rita Clifton

Download or read book Brands and Branding written by Rita Clifton and published by John Wiley & Sons. This book was released on 2009-04-01 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: With contributions from leading brand experts around the world, this valuable resource delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization. Although the balance sheet may not even put a value on it, a company’s brand or its portfolio of brands is its most valuable asset. For well-known companies it has been calculated that the brand can account for as much as 80 percent of their market value. This book argues that because of this and because of the power of not-for-profit brands like the Red Cross or Oxfam, all organisations should make the brand their central organising principle, guiding every decision and every action. As well as making the case for brands and examining the argument of the anti-globalisation movement that brands are bullies which do harm, this second edition of Brands and Branding provides an expert review of best practice in branding, covering everything from brand positioning to brand protection, visual and verbal identity and brand communications. Lastly, the third part of the book looks at trends in branding, branding in Asia, especially in China and India, brands in a digital world and the future for brands. Written by 19 experts in the field, Brands and Branding sets out to provide a better understanding of the role and importance of brands, as well as a wealth of insights into how one builds and sustains a successful brand.