Be Your Brand Second Edition

Download Be Your Brand Second Edition full books in PDF, epub, and Kindle. Read online Be Your Brand Second Edition ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!

Be Your Brand Second Edition

Author : Regan Hillyer
Publisher :
ISBN 13 : 9781916363359
Total Pages : 176 pages
Book Rating : 4.3/5 (633 download)

DOWNLOAD NOW!

Book Synopsis Be Your Brand Second Edition by : Regan Hillyer

Download or read book Be Your Brand Second Edition written by Regan Hillyer and published by . This book was released on 2020-11-03 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: Be Your Brand SECOND EDITION CONFUSED, OVERWHELMED, OR SERIOUSLY LACKING FOCUS WHEN IT COMES TO YOUR PERSONAL BRAND? I was that person too. I could have gone in 20 different directions. Should I be this? Should I create this? Should I launch this? What if it doesn't work? The questions were endless. The biggest reason was, simply, I didn't have a personal brand! This book reveals the secret methods I used in 60 days to go from lost, to having it all, including a successful profitable brand which took me from dreaming of millions. to actually achieving millions. I was the same me as I am right now. I was still Regan with the same values, mission and voice that I have today. I just wasn't positioning myself right, or. at all. I wasn't stepping 100% into my greatness, simply because I didn't know HOW. And among the confusion and the questions and the lack of clarity, there's one thing I now know for sure. You, too, ABSOLUTELY have a personal brand - that just hasn't been established yet. You are an incredible, unique, amazing individual, unlike any other person walking the planet right now. You have a message. a voice, a soul. Yet here's the challenge right now. You're not branded. Or, you're not branded well. If you're someone who is a little afraid (or hugely afraid!) to step 100% into your greatness, this book will give you the strategy, the step by step system, in how to go from being unknown to unforgettable, in just 60 days. Whether your goal is: - to be thousands or MILLIONS of dollars in profit - to expand your social media presence - to connect with key people of influence for your story to be picked up by global media outlets - to speak on international stages ... or to have a much bigger impact than ever before and play a much, MUCH bigger game I'm here to tell you that you can do this. Are YOU ready to Be Your Brand? Then sit back, relax, and enjoy unlocking the full system to developing, launching and accelerating your true message. REGAN HILLYER is a Serial Entrepreneur, Philanthropist, Energetic Coach and Global Speaker. She is the founder of Regan Hillyer International, a company dedicated to helping people have it all on their terms, in whatever way that looks like for them.

How to Launch a Brand (2nd Edition)

Author : Fabian Geyrhalter
Publisher :
ISBN 13 : 9780989646130
Total Pages : 122 pages
Book Rating : 4.6/5 (461 download)

DOWNLOAD NOW!

Book Synopsis How to Launch a Brand (2nd Edition) by : Fabian Geyrhalter

Download or read book How to Launch a Brand (2nd Edition) written by Fabian Geyrhalter and published by . This book was released on 2015-12 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book will guide you through the steps necessary to build a brand from the ground up. Each of the key phases of preparing for a brand launch are broken down into practical guidelines designed to help you make the right branding decisions along the way.

Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures

Author : Jason Miles
Publisher : McGraw Hill Professional
ISBN 13 : 0071827013
Total Pages : 257 pages
Book Rating : 4.0/5 (718 download)

DOWNLOAD NOW!

Book Synopsis Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures by : Jason Miles

Download or read book Instagram Power: Build Your Brand and Reach More Customers with the Power of Pictures written by Jason Miles and published by McGraw Hill Professional. This book was released on 2013-10-11 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: CREATE A PICTURE-PERFECT Instagram MARKETING STRATEGY If you're not using Instagram to your advantage, you have to start now. Instagram is the hottest social media site today: Two years after its launch, the number of itsdaily mobile users surpassed that of Twitter. Then Facebook purchased it for a billion dollars--and it took the world by storm. Instagram Power provides everything you need to grab customers on the world's most popular photo-sharing site. This guide covers it all--from setting up an accountto promoting a brand to integrating the photo-sharing app into an existing marketing strategy. Learn how to: CREATE THE MOST EFFECTIVE IMAGE FOR YOUR NEEDS IDENTIFY PROSPECTIVE CUSTOMERS WITH HASHTAGS DEVELOP A MARKETING PLAN TAILORED FOR THE SITE LAUNCH A NEW PRODUCT CREATE A MINI SOCIAL NETWORK OF CUSTOMERS ON INSTAGRAM TRACK AND MEASURE YOUR EFFORTS

The B Corp Handbook

Author : Ryan Honeyman
Publisher : Berrett-Koehler Publishers
ISBN 13 : 1626560447
Total Pages : 225 pages
Book Rating : 4.6/5 (265 download)

DOWNLOAD NOW!

Book Synopsis The B Corp Handbook by : Ryan Honeyman

Download or read book The B Corp Handbook written by Ryan Honeyman and published by Berrett-Koehler Publishers. This book was released on 2014-10-13 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using Business as a Force for Good Join a Growing Movement: Learn how you can join more than 1,000 Certified B Corporations from 80 industries and 35 countries—led by well-known icons like Patagonia and Ben & Jerry's and disruptive upstarts like Warby Parker and Etsy—in a global movement to redefine success in business. Build a Better Business: Drawing on interviews, tips, and best practices from over 100 B Corporations, author and B Corp owner Ryan Honeyman shows that using business as a force for good can help you attract and retain the best talent, distinguish your company in a crowded market, and increase customer trust, loyalty, and evangelism for your brand. More than 1,000 companies from 80 industries and 30 countries are leading a global movement to redefine success in business. They're called B Corporations—B Corps for short—and these businesses create high-quality jobs, help build stronger communities, and restore the environment, all while generating solid financial returns. Author and B Corp owner Ryan Honeyman worked closely with over 100 B Corp CEOs and senior executives to share their tips, advice, and best-practice ideas for how to build a better business and how to meet the rigorous standards for—and enjoy the benefits of—B Corp certification. This book makes the business case for improving your social and environmental performance and offers a step-by-step “quick start guide” on how your company can join an innovative and rapidly expanding community of businesses that want to make money and make a difference.

Greener Products

Author : Al Iannuzzi
Publisher : CRC Press
ISBN 13 : 1439854998
Total Pages : 213 pages
Book Rating : 4.4/5 (398 download)

DOWNLOAD NOW!

Book Synopsis Greener Products by : Al Iannuzzi

Download or read book Greener Products written by Al Iannuzzi and published by CRC Press. This book was released on 2016-04-19 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the global demand for natural and organic products continues to grow, making and marketing greener products is becoming an imperative. The old stereotype of green products’ sub-par performance has been shattered as large multinational corporations prove that you can develop and win in the marketplace with a naturals-based product platform. And the pull for sustainably minded products is not limited to consumer marketing—business-to-business marketing of greener products has also increased due to customer demand from all business sectors. The Case for Greener Products Making a compelling business case for why companies must provide greener, more sustainable products, Greener Products: The Making and Marketing of Sustainable Brands shares best practices for the design and marketing of greener products. The book examines ecosystem and regulatory pressures as well as market pressures from customers—consumers, business customers, and government purchasers—who have created a demand on manufacturers to bring more sustainable brands to market. How Are Greener Products Made? Through case studies of green design from companies such as GE (EcomaginationTM), Timberland (Green Index®), Philips, Apple Inc., Seventh Generation, Procter & Gamble, BASF, and others, the author explores initiatives in areas ranging from product design, sustainable sourcing, and packaging to energy efficiency, recycling, and end-of-life management. A contribution from guest author James A. Fava, one of the leading thinkers and practitioners in developing greener products, presents a toolbox of environmental management systems, programs, and tools for the development of greener products. Three Keys to Successful Green Marketing Campaigns Providing the backbone for the author’s analysis of green marketing, a contribution from guest authors Lee Ann Head, Karen Barnes, and Suzanne Shelton of the Shelton Group analyzes market trend data and helps marketers understand their customers and what moves them. The author then looks more closely at drivers for green marketing, outlining three keys for successful green marketing campaigns and using them to evaluate the approaches of several leading companies. He also offers advice on how to avoid "greenwashing," create successful cause-marketing partnerships, and use eco-labels wisely. Throughout the book, the author shares best practices and lessons learned from leaders in the field across various industry sectors. Written by the senior director of product stewardship for Johnson & Johnson, this timely book offers real-world experience, valuable insights, and practical tools for the effective design and marketing of greener products. The Best Days of Green Marketing Are Still Ahead See what Al Iannuzzi has to say about making and marketing greener products in an interview at Greenbiz.com.

Linkedin for the Savvy Executive, Second Edition

Author : Carol Kaemmerer
Publisher :
ISBN 13 : 9780998177977
Total Pages : 144 pages
Book Rating : 4.1/5 (779 download)

DOWNLOAD NOW!

Book Synopsis Linkedin for the Savvy Executive, Second Edition by : Carol Kaemmerer

Download or read book Linkedin for the Savvy Executive, Second Edition written by Carol Kaemmerer and published by . This book was released on 2020-12-11 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: Providing both strategies and action items, LinkedIn for the Savvy Executive, Second Edition is an outstanding resource for professionals who want to take action to increase their visibility and influence, attract high-performing talent and power their career.

Personal Branding For Dummies

Author : Susan Chritton
Publisher : John Wiley & Sons
ISBN 13 : 1118238184
Total Pages : 361 pages
Book Rating : 4.1/5 (182 download)

DOWNLOAD NOW!

Book Synopsis Personal Branding For Dummies by : Susan Chritton

Download or read book Personal Branding For Dummies written by Susan Chritton and published by John Wiley & Sons. This book was released on 2012-05-08 with total page 361 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fun way to create and maintain personal branding Distinguishing yourself from the competition is important in any facet of business. Creating a clear and concise image, reputation, and status in the professional world provides an edge, whether searching for a first job, exploring a change in career, or looking to be more viable and successful in your current career. Personal Branding For Dummies is a guide through the steps of creating and maintaining a personal trademark by equating self-impression with other people's perception. Personal Branding For Dummies covers everything you need to create your personal branding, including: using different organizations and associations to increase visibility and exposure to both clients and competitors; making the most of networking; tapping into Social Media outlets like Facebook, Twitter, and LinkedIn to showcase a personal brand; building a persona through websites and blogging; evaluating personal style and appearance; using conversation, negotiation, and sales techniques best suited to a personal brand; monitoring your brand reputation and successfully implementing feedback as it grows and develops, and more. Tips on utilizing Social Media to showcase your personal brand How personal branding can help advance your career Guidance on creating a clear and concise image With the hands-on, friendly help of Personal Branding For Dummies, you'll establish a professional presence and personal "brand" identity to keep yourself distinguished in the business world.>

Branding Yourself

Author : Erik Deckers
Publisher : Que Publishing
ISBN 13 : 0134834895
Total Pages : 495 pages
Book Rating : 4.1/5 (348 download)

DOWNLOAD NOW!

Book Synopsis Branding Yourself by : Erik Deckers

Download or read book Branding Yourself written by Erik Deckers and published by Que Publishing. This book was released on 2017-10-09 with total page 495 pages. Available in PDF, EPUB and Kindle. Book excerpt: Want a new job or career? Need to demonstrate more value to customers or employers? Use today’s hottest social media platforms to build the powerful personal brand that gets you what you want! In this completely updated book, Erik Deckers and Kyle Lacy help you use social media to and networking to advance your career, grow your business, and land new job opportunities. From LinkedIn to Facebook, now including Instagram and SnapChat, this book is packed with new techniques and ideas that are practical, easy, and effective. Deckers and Lacy show you how to supercharge all your business and personal relationships...demonstrate that you are the best solution to employers’ or partners’ toughest problems...become a recognized thought leader...and turn your online network into outstanding jobs, great projects, and a fulfilling, profitable career! Discover how to: Choose today’s best social media tools for your personal goals Build an authentic storyline and online identity that gets you the right opportunities Make the most of Facebook, LinkedIn, and Twitter–and leverage new platforms like Snapchat and Instagram Build connections and prove expertise by sharing video on YouTube and Vimeo Find yourself on search engines and then optimize your personal online presence Promote your events, accomplishments, victories...and even defeats and lessons learned Integrate online and offline networking to get more from both Reach people with hiring authority and budgets on LinkedIn Use Twitter to share the ideas and passions that make you uniquely valuable Avoid “killer” social networking mistakes Leverage your online expert status to become a published author or public speaker Measure the success of your social media branding Get new projects or jobs through your online friends and followers

Be Your Own Brand

Author : David McNally
Publisher : Berrett-Koehler Publishers
ISBN 13 : 1605098116
Total Pages : 158 pages
Book Rating : 4.6/5 (5 download)

DOWNLOAD NOW!

Book Synopsis Be Your Own Brand by : David McNally

Download or read book Be Your Own Brand written by David McNally and published by Berrett-Koehler Publishers. This book was released on 2010-12-13 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this second edition of their classic book on personal brand, David McNally and Karl Speak show that developing a personal brand is not about constructing a contrived image. Rather, it is a process of discovering who you really are and what you aspire to be. The hallmark insight of this new edition is that the best way to establish a strong and memorable brand is to make a positive difference in the lives of others through making lasting impressions that build trusting relationships. McNally and Speak take you through the process of identifying the key components of your brand, conveying that brand to the world, checking how closely your brand aligns with important relationships in your life—particularly the one with your employer—and assessing your progress along the way. This thoroughly revised and updated edition features new material on how to use social media to build a powerful personal brand and case studies of individuals whose personal brands have changed the world.

Life After the 30-Second Spot

Author : Joseph Jaffe
Publisher : John Wiley & Sons
ISBN 13 : 0471738697
Total Pages : 306 pages
Book Rating : 4.4/5 (717 download)

DOWNLOAD NOW!

Book Synopsis Life After the 30-Second Spot by : Joseph Jaffe

Download or read book Life After the 30-Second Spot written by Joseph Jaffe and published by John Wiley & Sons. This book was released on 2005-06-10 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: The old media strategies advertisers used for decades no longer work. Here's what does! Traditional advertising, in the form of print, radio, and most notably, television, is far less effective than it used to be. Advertising strategies using only these mediums no longer work. Life After the 30-Second Spot explains how savvy marketers and advertisers are responding with new marketing techniques to get their message out, get noticed, engage their audiences-and increase sales! Covering topics such as viral marketing, gaming, on-demand viewing, long-form content, interactive, and more, the book explains the new avenues marketers and advertisers must use to replace traditional print, TV, and radio advertising-and which strategies are most effective. This book is every marketer's road map to "new marketing."

Branding in a Digital World

Author : Hilary JM Topper MPA
Publisher : iUniverse
ISBN 13 : 1532087470
Total Pages : 215 pages
Book Rating : 4.5/5 (32 download)

DOWNLOAD NOW!

Book Synopsis Branding in a Digital World by : Hilary JM Topper MPA

Download or read book Branding in a Digital World written by Hilary JM Topper MPA and published by iUniverse. This book was released on 2019-11-21 with total page 215 pages. Available in PDF, EPUB and Kindle. Book excerpt: How can you stand out? How do you take your passion and turn it into profit? In Branding in a Digital World, author Hilary JM Topper discusses how branding your business – from your overall image to messaging – is paramount to its success. In this hands-on workbook, she will help you build a brand, market it effectively across digital media, and ultimately, get a strong return on investment. Topper, an expert in branding and digital communications, walks you step-by-step through the process and helps you get the results you desire. She teaches you how to: • build an integrated marketing plan. • use social media marketing. • recruit ambassadors for your brand. • integrate IoT and wearable tech. • create compelling blog and social content. • increase your SEO. • use public relations, direct mail, and email marketing to tie together the entire process. With special sections on fake news, nonprofit management, and more, Branding in a Digital World offers a complete guide to help you learn to better market your product or service so you can gain a competitive edge.

Brand Aid

Author : Brad VanAuken
Publisher : Amacom Books
ISBN 13 : 9780814406816
Total Pages : 332 pages
Book Rating : 4.4/5 (68 download)

DOWNLOAD NOW!

Book Synopsis Brand Aid by : Brad VanAuken

Download or read book Brand Aid written by Brad VanAuken and published by Amacom Books. This book was released on 2003 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Written by an acknowledged expert with 20 years of experience building world-class brands, Brand Aid is a day-to-day quick-reference guide that provides solutions for the 22 most pressing problems faced by brand managers. This comprehensive, practical how-to guide also gives readers 17 invaluable end-of-chapter checklists to help them assess and advance their own brand management efforts. Succinct and easy-to-read, it features exercises, formulas, case studies, proprietary research findings, and other useful tools -- including a template to help them do a complete brand audit. Brand Aid covers topics ranging from research, positioning, and advertising to brand equity management, legal issues in brand management, and creating a brand-building organization. It includes an overview of the entire brand management and marketing process, as well as in-depth discussions of brand building on the Internet and internal brand building. A treasure trove of techniques, templates, and rules of thumb, Brand Aid! is an indispensable roadmap for anyone responsible for building their organization's brand."

Branding For Dummies

Author : Bill Chiaravalle
Publisher : John Wiley & Sons
ISBN 13 : 1118052846
Total Pages : 386 pages
Book Rating : 4.1/5 (18 download)

DOWNLOAD NOW!

Book Synopsis Branding For Dummies by : Bill Chiaravalle

Download or read book Branding For Dummies written by Bill Chiaravalle and published by John Wiley & Sons. This book was released on 2011-03-01 with total page 386 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style. It makes a promise for your business, and that promise becomes the sticking point for customer loyalty. And that loyalty and trust is why, so to speak, your laptops sell and your competitors’ don’t. Whatever your business is, whether it’s large or small, global or local, Branding For Dummies gives you the nuts and bolts know-how to create, improve, or maintain a brand. This plain-English guide will help you brand everything from products to services to individuals. It gives you step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding blunders, and keeping your brand viable, visible, and healthy. You’ll get familiar with branding essentials like: Defining your company’s identity Developing logos and taglines Launching your brand marketing plan Managing and protecting your brand Fixing a broken brand Making customers loyal brand champions Filled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies is the straight-up, jargon-free resource for making your brand stand out from the pack—and for positioning your business to reap the ensuing rewards.

StoryBranding

Author : Jim Signorelli
Publisher : Greenleaf Book Group
ISBN 13 : 1608322696
Total Pages : 249 pages
Book Rating : 4.6/5 (83 download)

DOWNLOAD NOW!

Book Synopsis StoryBranding by : Jim Signorelli

Download or read book StoryBranding written by Jim Signorelli and published by Greenleaf Book Group. This book was released on 2012 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: Until this book was written, the phrase "brands are stories" was merely a marketing cliché. Having delved into how stories influence our behavior, however, the author asserts that the association between stories and brands deserves far more than that stock phrase.Among the many books about branding directed toward marketing and advertising practitioners and students, none is like StoryBranding. Modeled after the way stories work, this book provides a unique planning process for creating authentic brand identities. It also reveals a number of concealed traps that other branding approaches often overlook.Drawing on the persuasive power of stories, the author argues that a great deal of wasted effort is put into creating advertising messages that do too much "telling" and too little "showing." To help brands resonate with their audiences, the author takes you step-by-step through StoryBranding's six C's-a process that shows how to approach the development of all brand communications the way story writers approach their characters, plots, and themes. He includes sample "Story Briefs" and "I AM" statements that help brands achieve a greater degree of authenticity than traditional creative or brand briefs have.

Content Strategy for the Web

Author : Kristina Halvorson
Publisher : New Riders
ISBN 13 : 0132883244
Total Pages : 256 pages
Book Rating : 4.1/5 (328 download)

DOWNLOAD NOW!

Book Synopsis Content Strategy for the Web by : Kristina Halvorson

Download or read book Content Strategy for the Web written by Kristina Halvorson and published by New Riders. This book was released on 2012-02-28 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: FROM CONSTANT CRISIS TO SUSTAINABLE SUCCESS BETTER CONTENT MEANS BETTER BUSINESS. Your content is a mess: the website redesigns didn’t help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you’re not sure where to start. How can you realize the value of content while planning for its long-term success? For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Read it to: Understand content strategy and its business value Discover the processes and people behind a successful content strategy Make smarter, achievable decisions about what content to create and how Find out how to build a business case for content strategy With all-new chapters, updated material, case studies, and more, the second edition of Content Strategy for the Web is an essential guide for anyone who works with content.

Change Your Life in 3 Minutes

Author : Hillyer Regan
Publisher :
ISBN 13 : 9781544504377
Total Pages : 210 pages
Book Rating : 4.5/5 (43 download)

DOWNLOAD NOW!

Book Synopsis Change Your Life in 3 Minutes by : Hillyer Regan

Download or read book Change Your Life in 3 Minutes written by Hillyer Regan and published by . This book was released on 2019-08-19 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: Do you desire to know the secrets on how to align your life with your personal purpose so you can achieve true peace and happiness? If so, get ready to take control of your life one step at a time, in just a few minutes a day. Regan Hillyer's new book Change Your Life in 3 Minutes shows you the tools you need to set goals, define your actions, and quickly achieve success. Regan explores themes such as the importance of your personal health, adopting the right mindset, cultivating more energy, and developing the mindset for consistent daily action. In the pages of this transformational book, you'll learn how to: Make and save more money Set realistic and transformational goals Have your money work smarter for you Design a legacy that stands the test of time Improve life for not only you, but also your family and friends Bring action to success Attract your ideal romantic partner Connect with your spiritual self to bring about great personal change And much, much more

StoryBrandingTM 2.0 (Second Edition)

Author : Jim Signorelli
Publisher : Greenleaf Book Group
ISBN 13 : 1626340323
Total Pages : 309 pages
Book Rating : 4.6/5 (263 download)

DOWNLOAD NOW!

Book Synopsis StoryBrandingTM 2.0 (Second Edition) by : Jim Signorelli

Download or read book StoryBrandingTM 2.0 (Second Edition) written by Jim Signorelli and published by Greenleaf Book Group. This book was released on 2014-02-25 with total page 309 pages. Available in PDF, EPUB and Kindle. Book excerpt: The ultimate how-to book about brand storytelling Brand storytelling is all the rage in marketing. But few books explain how to go about cultivating and promoting that story. This is the book that does. StoryBranding 2.0 is an updated edition of the award-winning, best-selling book that has sparked enthusiasm among marketing luminaries, CEOs, entrepreneurs, and personal branding advocates. Developing your brand’s story must start with an understanding of what a story really is and how it is structured. Then, using this essential structure as scaffolding, you can begin to answer specific questions that will help you develop your brand’s most authentic story—the story that will do the most to capture the hearts and minds of prospects. As your brand sets out to overcome obstacles in order to achieve its goals, you will: • be guided every step of the way towards defining who your brand is and why it exists. • learn how to use a unique immersion technique that will help you achieve greater empathy with your most likely prospects. • know how to overcome controllable obstacles standing in the way of your brand’s success. • learn how to tell your brand’s story so that it truly resonates with prospects. • find ways to galvanize support for your brand’s story throughout your organization. • see how the StoryBranding process can be applied to you personally and in everyday selling situations. Written by a thirty-five-year veteran of marketing and advertising who has worked on major national brands, this is the ultimate how-to brand-planning book for professionals and beginners alike. Besides being instructive and full of real-life examples, it is highly entertaining, as the author recounts experiences he’s had during his long career as an advertising executive.