Brand Advertising Books

Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth

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Tags: deremiah book club brands branding scott m davis

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        Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable GrowthIn Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn– two of the nation’s foremost experts on brands– map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone’s job.

• amazon.com Sales Rank: #218803 in Book
• ABIS_BOOK

Special Offer Promotion
Save $10.00 when you spend $50.00 or more on Qualifying Items offered by Amazon.com. Enter code BMLSAVES at checkout.
Special Limited Time Offer from Bill Me Later! 
Enter promo code BMLSAVES at checkout to get $10 off your $50 Amazon.com purchase when you pay using Bill Me Later.

Bill Me Later is the quick and easy way to shop without your credit card.  Using Bill Me Later is easy as 1-2-3…

1.    Add items to your shopping cart.
2.    Select Bill Me Later at checkout.
3.    Answer 2 quick questions & accept the terms.

It’s that easy!  You’ll receive a bill in the mail after you’re approved.  Pay in full or over time* - the choice is yours.

Bill Me Later is subject to credit approval as determined by the lender, CIT Bank, Salt Lake City, Utah and is available to US customers who are of legal age in their state of residence.  Bill Me Later is provided by Bill Me Later, Inc. and its lender.
*Finance charges apply if paid over time.

To receive the Bill Me Later® $10 off $50 discount:
1.    Write down promo code BMLSAVES.
2.    Add $50 worth of products sold direct from Amazon.com to your shopping cart. 
3.    Select Bill Me Later as your payment method. If you have 1-Click turned on, go through standard checkout (do not click the 1-Click button). 
4.    At checkout, enter the promotional code and click the “Apply” button.  The savings will be deducted from your order total.

Avoid Common Mistakes:

• Make sure you have selected Bill Me Later as your payment method.  If you already have a saved payment method, you will need to change your payment method to Bill Me Later on the order review page or payment page.

• Make sure you have entered the correct promo code, BMLSAVES.

• Make sure you have added at least $50 worth of items sold by Amazon.com to your cart. This offer is not valid for items sold by third parties on Amazon.com 

Promotion Terms and Conditions:

• Limited to one (1) per customer account.

• Offer valid only for purchases made between October 13, 2008 and December 31, 2008.

• Offer must be redeemed through the Amazon.com shopping cart.  Does not apply to orders placed with 1-Click where Bill Me Later is not the payment method

• Offer must be redeemed at the Amazon.com Web site, http://www.amazon.com, toward the purchase of products sold by Amazon.com. If Amazon.com is not the seller, this will be noted on the product detail page.

• Offer may not be used in conjunction with the purchase of products sold by or under the brands of third parties, including, but not limited to, Amazon digital downloads, Amazon Fresh, Amazon Gift Certificates, Subscribe and Save and Prime,Target.com, or any Apparel & Accessories merchants, or sold through third-party areas. Offer cannot be redeemed at Amazon.ca, Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.co.jp, or any other Web site operated by Amazon.com, its affiliates, or third-party merchants (including Web sites linked to from the http://www.amazon.com site, such as http://www.shutterfly.com). 

• Not applicable on BOB Trailers, select Sony, Automotive items or select DTV Converter Boxes

• Taxes, gift-wrap, and shipping and handling charges do not apply toward the minimum purchase amount. 

• Offer can only be applied to one order, shipped to one address. If you are ordering items to be shipped to more than one address, a separate order will be created for each address. The promotional offer will be applied to only one of the qualifying orders.

• Offer is not for resale and is not redeemable for cash.

• Offer cannot be applied to orders already placed with Amazon.com. 

• If you return items purchased using the offer, you will not receive a refund for the amount of the offer. 

• When you redeem an offer, Amazon.com can tell that you are part of a select group of customers who received and redeemed the offer.  For more information about data that Amazon.com collects from its customers, read Amazon.com’s privacy policy posted on the Amazon.com Web site.

• Offer made by Bill Me Later, Inc. Void where prohibited.

Moves branding to the next level by
Before I read this book, I never thought of a retail clerk or a customer service representative as a company’s brand ambassador. But what the authors explain is that brand building should be supported by more than just the people in the marketing department. Certainly, brand has become the strategy du jour among marketing people these days, as evidenced by the number of books on the market. However, this book treats brand in a different context, defining it through the concept of “operationalizing” it, bringing it to life through a company’s processes, systems and employees. It makes a great deal of sense that a company’s senior executives must embrace the brand and its promise by linking it to the company’s corporate strategy, so it becomes part of the culture. Several case studies in the book are helpful for understanding why so many well-known brand names have been successful by using similar techniques to bring their brand to life across the organization.

What is new here??? by
What is new here…that’s the quesiton I have after reading the book. I prefer his previous book. I found the chapter on connecting business strategy to brand strategy to be particularly useful or helpful and this is the biggest challenge in branding…not designing ..but makeing it real. Quite frnakly I prefer another brand book 60-Minute Brand Strategist by Idris Mootee as it covers a lot more in less than 200 pages….and a lot of less words.

More smoke and mirrors by
Oh, the poor trees that suffered at the hands of this book.
What was said in this book could have been said in fewer than three pages. (In fact, it has been said in fewer pages in several Harvard Business School publications.)

This book fails in many ways, not the least of which is the manner in which it fails to give any new, substantive, useful or logical way to operationalize branding. Here is the book’s central message: if you buy a “brand strategy” logo, identity, etc. from Branding Agency X get everyone to rally around it; otherwise, Branding Agency X will be held accountable for the brand failure which equals no new business for agency.

Save your money. Just re-read the section on branding in a Kotler text because this book is nothing more than hot air…

350 Pages of ‘Everyone Live the Brand Now’ by
That’s the Cliff Note version for those of you, like me, who have this as required reading before a big ‘brand summit’.

Everything else was rehashed, renamed, or retreaded.

Read it on the plane in about 30 minutes, regardless of the heft.

“Operationalizing” aside by
Don’t let the somewhat intimidating word “operationalize” keep you from investigating the pages of Building The Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (Jossey-Bass, 2002). What authors Scott Davis and Michael Dunn show is that brand-building can and should be supported through more than just MarCom initiatives. The retail clerk who actually smiles at and is helpful to customers does far more to support the brand than the priciest ad campaigns - as Wal-Mart has long-since discovered and McDonald’s apparently has yet to grasp. The authors posit that building those supporting behaviors and mind-sets (not to mention systems and processes) and then using the brand promise as an integral measure for business decisions is what “operationalizing” is all about. It’s interesting positioning that’s perhaps ahead of its time - but certainly one that non-marketing, senior decision makers should relate to. There’s a lot of confusion among non-marketers as to what “brand” is and isn’t. The authors make a case for elevating it to an entirely different level in the organization.

• Managing Brand Equity
• Brand Asset Management: Driving Profitable Growth Through Your Brands (The Jossey-Bass Business & Management Series)
• The Brand Gap: Expanded Edition
• Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity
• Building Strong Brands

Catalina Marketing - Brand Equity

by Catmktg (Category: People & Blogs)

Build brand equity and cut through the clutter with Catalina Targeted Advertising.

Article Directory Submitting
By [http://ezinearticles.com/?expert=Lee_Roshan-Nahad]Lee Roshan-Nahad

Deciding on an effective and economical advertising method doesn’t need to be a hassle. Just prepare articles for directory submission and increase your online business visibility on the internet.

Directory submission simply means the writing of articles (relating to your business) and submitting them to numerous article directories. This brings in a constant stream of targeted traffic who will visit you site and ultimately buy your products or services. Furthermore, there is no cost for this plan unless you are paying for the writing of the articles themselves.

There’s a couple of good reasons to use this marketing method:

Attracts The Search Engine Spiders:

All search engines use certain algorithms (programs) to find the type of content they see as valuable. These algorithms or programs are called Search Engine Spiders. They are the tools through which search engine “crawl” your site and find the content that is indexed allowing your website to be shown in the search engines for certain search terms. By directory submission, you can add many keyword rich articles that are then linked to your website through the description and especially through the resource information. The major search engines each have ways of tracking and quantifying the value of the keywords you use as well as the links to your site. Visitors to your site strengthen the importance of your web site, thus bringing even more visitors and by extension - customers for your product or service.

Indexing Your Website:

Website indexing is a process of ranking or listing your website so that it is noticed by the search engines. Directory submission makes it possible to speed up the indexing process and once indexed, to improve the rankings in the indexes. Each search engine has different algorithms to measure the level at which the web page meets the defined standards for quality. You can improve your chances of an effective index for your web site by using a service that specialize in preparing and submitting articles to various directories.

Economics:

Sites which offer article submission (usually article directories) come in two styles; free to use and not free to use. Depending upon your budget, you can use either type of directory website effectively. It may seem somewhat obvious to say that the free sites are the best ones to use. After all, free is a pretty good price. But consider that if a site is charging you to put content on there, then the site must be very popular and in demand (or just arrogant), and if a site is in very high demand then it it fairly likely to assume that it will be favoured by the search engines and will actually be of greater benefit to you.

Beating the competition:

Whether you love it or hate it, its hard to reasonably deny that there’s a lot of competition out there for online business. If you have been somewhat struggling to keep on top of that competition, then using articles - published to high ranking directories - is great way to pull in more traffic. A little side note; you should try to make sure that your website actually looks the part and holds onto visitors when they arrive.

Use This Fantastic Method Of Promotion To Build A [http://www.onestep4income.net]Legitimate Online Business

Article Source: http://EzineArticles.com/?expert=Lee_Roshan-Nahad http://EzineArticles.com/?Article-Directory-Submitting&id=1559808

Brand Child: Remarkable Insights into the Minds of Today’s Global Kids & Their Relationships with Brands

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        Brand Child: Remarkable Insights into the Minds of Today’s Global Kids & Their Relationships with Brands* A unique exploration of children’s relationships with consumer brands

• amazon.com Sales Rank: #607766 in Book
• ABIS_BOOK

Special Offer Promotion
Save $10.00 when you spend $50.00 or more on Qualifying Items offered by Amazon.com. Enter code BMLSAVES at checkout.
Special Limited Time Offer from Bill Me Later! 
Enter promo code BMLSAVES at checkout to get $10 off your $50 Amazon.com purchase when you pay using Bill Me Later.

Bill Me Later is the quick and easy way to shop without your credit card.  Using Bill Me Later is easy as 1-2-3…

1.    Add items to your shopping cart.
2.    Select Bill Me Later at checkout.
3.    Answer 2 quick questions & accept the terms.

It’s that easy!  You’ll receive a bill in the mail after you’re approved.  Pay in full or over time* - the choice is yours.

Bill Me Later is subject to credit approval as determined by the lender, CIT Bank, Salt Lake City, Utah and is available to US customers who are of legal age in their state of residence.  Bill Me Later is provided by Bill Me Later, Inc. and its lender.
*Finance charges apply if paid over time.

To receive the Bill Me Later® $10 off $50 discount:
1.    Write down promo code BMLSAVES.
2.    Add $50 worth of products sold direct from Amazon.com to your shopping cart. 
3.    Select Bill Me Later as your payment method. If you have 1-Click turned on, go through standard checkout (do not click the 1-Click button). 
4.    At checkout, enter the promotional code and click the “Apply” button.  The savings will be deducted from your order total.

Avoid Common Mistakes:

• Make sure you have selected Bill Me Later as your payment method.  If you already have a saved payment method, you will need to change your payment method to Bill Me Later on the order review page or payment page.

• Make sure you have entered the correct promo code, BMLSAVES.

• Make sure you have added at least $50 worth of items sold by Amazon.com to your cart. This offer is not valid for items sold by third parties on Amazon.com 

Promotion Terms and Conditions:

• Limited to one (1) per customer account.

• Offer valid only for purchases made between October 13, 2008 and December 31, 2008.

• Offer must be redeemed through the Amazon.com shopping cart.  Does not apply to orders placed with 1-Click where Bill Me Later is not the payment method

• Offer must be redeemed at the Amazon.com Web site, http://www.amazon.com, toward the purchase of products sold by Amazon.com. If Amazon.com is not the seller, this will be noted on the product detail page.

• Offer may not be used in conjunction with the purchase of products sold by or under the brands of third parties, including, but not limited to, Amazon digital downloads, Amazon Fresh, Amazon Gift Certificates, Subscribe and Save and Prime,Target.com, or any Apparel & Accessories merchants, or sold through third-party areas. Offer cannot be redeemed at Amazon.ca, Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.co.jp, or any other Web site operated by Amazon.com, its affiliates, or third-party merchants (including Web sites linked to from the http://www.amazon.com site, such as http://www.shutterfly.com). 

• Not applicable on BOB Trailers, select Sony, Automotive items or select DTV Converter Boxes

• Taxes, gift-wrap, and shipping and handling charges do not apply toward the minimum purchase amount. 

• Offer can only be applied to one order, shipped to one address. If you are ordering items to be shipped to more than one address, a separate order will be created for each address. The promotional offer will be applied to only one of the qualifying orders.

• Offer is not for resale and is not redeemable for cash.

• Offer cannot be applied to orders already placed with Amazon.com. 

• If you return items purchased using the offer, you will not receive a refund for the amount of the offer. 

• When you redeem an offer, Amazon.com can tell that you are part of a select group of customers who received and redeemed the offer.  For more information about data that Amazon.com collects from its customers, read Amazon.com’s privacy policy posted on the Amazon.com Web site.

• Offer made by Bill Me Later, Inc. Void where prohibited.

Compelling, Fascinating information from solid research by Louise McCauley
Written from the results of a year-long global research study conducted by the brand research firm Milward Brown, this book is rich with information about how children perceive brands, react to marketing, and decide to spend their considerable financial buying power. The study targeted “tweens”, children in the 8-14 age group, who have become a global consumer group, through the internet and other technologies.

This book is a must read for anyone marketing to children and it will be as fascinating for parents as for marketers. Much of the information here will be slightly disturbing for adults, and the cold clarity of the author’s advice on marketing to tweens will strike some as nothing less than Machiavellian. Consider, for instance, the proven strategy of creating a false website for a `friendly’ kid where the marketers feed positive information about their brands to other children. However, marketers would be foolish not to understand that tweens are likely the most marketing and media savvy consumer group on the planet (exposed to 40,000 commercials per year)…and mastering peer-to-peer marketing is not only the most effective, but probably the ONLY effective way to reach them.

The information here about the psychology of tweens relative to brands is just as fascinating. Half of them have experienced the divorce of their parents, or watched their parents face corporate downsizing and uncertainty. They are a hardened group that craves stability and love and above all, control. The uncertainties of their lives makes fear the primary motivator in purchasing decisions.

• Creating Ever-Cool: A Marketer’s Guide to a Kid’s Heart
• What Kids Buy: The Psychology of Marketing to Kids
• BRAND sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound
• The Kids Market: Myths and Realities
• Marketing to the New Super Consumer: Mom & Kid

Excellence in Brand Advertising

From

        Excellence in Brand Advertising

        Excellence in Brand Advertising

• amazon.com Sales Rank: #1060072 in Book
• ABIS_BOOK

Special Offer Promotion
Save $10.00 when you spend $50.00 or more on Qualifying Items offered by Amazon.com. Enter code BMLSAVES at checkout.
Special Limited Time Offer from Bill Me Later! 
Enter promo code BMLSAVES at checkout to get $10 off your $50 Amazon.com purchase when you pay using Bill Me Later.

Bill Me Later is the quick and easy way to shop without your credit card.  Using Bill Me Later is easy as 1-2-3…

1.    Add items to your shopping cart.
2.    Select Bill Me Later at checkout.
3.    Answer 2 quick questions & accept the terms.

It’s that easy!  You’ll receive a bill in the mail after you’re approved.  Pay in full or over time* - the choice is yours.

Bill Me Later is subject to credit approval as determined by the lender, CIT Bank, Salt Lake City, Utah and is available to US customers who are of legal age in their state of residence.  Bill Me Later is provided by Bill Me Later, Inc. and its lender.
*Finance charges apply if paid over time.

To receive the Bill Me Later® $10 off $50 discount:
1.    Write down promo code BMLSAVES.
2.    Add $50 worth of products sold direct from Amazon.com to your shopping cart. 
3.    Select Bill Me Later as your payment method. If you have 1-Click turned on, go through standard checkout (do not click the 1-Click button). 
4.    At checkout, enter the promotional code and click the “Apply” button.  The savings will be deducted from your order total.

Avoid Common Mistakes:

• Make sure you have selected Bill Me Later as your payment method.  If you already have a saved payment method, you will need to change your payment method to Bill Me Later on the order review page or payment page.

• Make sure you have entered the correct promo code, BMLSAVES.

• Make sure you have added at least $50 worth of items sold by Amazon.com to your cart. This offer is not valid for items sold by third parties on Amazon.com 

Promotion Terms and Conditions:

• Limited to one (1) per customer account.

• Offer valid only for purchases made between October 13, 2008 and December 31, 2008.

• Offer must be redeemed through the Amazon.com shopping cart.  Does not apply to orders placed with 1-Click where Bill Me Later is not the payment method

• Offer must be redeemed at the Amazon.com Web site, http://www.amazon.com, toward the purchase of products sold by Amazon.com. If Amazon.com is not the seller, this will be noted on the product detail page.

• Offer may not be used in conjunction with the purchase of products sold by or under the brands of third parties, including, but not limited to, Amazon digital downloads, Amazon Fresh, Amazon Gift Certificates, Subscribe and Save and Prime,Target.com, or any Apparel & Accessories merchants, or sold through third-party areas. Offer cannot be redeemed at Amazon.ca, Amazon.co.uk, Amazon.de, Amazon.fr, Amazon.co.jp, or any other Web site operated by Amazon.com, its affiliates, or third-party merchants (including Web sites linked to from the http://www.amazon.com site, such as http://www.shutterfly.com). 

• Not applicable on BOB Trailers, select Sony, Automotive items or select DTV Converter Boxes

• Taxes, gift-wrap, and shipping and handling charges do not apply toward the minimum purchase amount. 

• Offer can only be applied to one order, shipped to one address. If you are ordering items to be shipped to more than one address, a separate order will be created for each address. The promotional offer will be applied to only one of the qualifying orders.

• Offer is not for resale and is not redeemable for cash.

• Offer cannot be applied to orders already placed with Amazon.com. 

• If you return items purchased using the offer, you will not receive a refund for the amount of the offer. 

• When you redeem an offer, Amazon.com can tell that you are part of a select group of customers who received and redeemed the offer.  For more information about data that Amazon.com collects from its customers, read Amazon.com’s privacy policy posted on the Amazon.com Web site.

• Offer made by Bill Me Later, Inc. Void where prohibited.

• Made to Stick: Why Some Ideas Survive and Others Die
• Guerrilla Advertising: Unconventional Brand Communication
• Truth, Lies and Advertising : The Art of Account Planning
• Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books)
• Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage

7 Skill Sets That Are Needed by Every New Business
By [http://ezinearticles.com/?expert=Andrew_McKinnon]Andrew McKinnon

Most people that work from home find the job quite a lonely existence. Many of us home business owners, never meet our clients, our suppliers, or sometimes even our staff. This lonely existence can be more than just isolating; it can be exhausting, even having an effect on your health, and therefore your productivity.

Working for yourself like this can often mean having to be good at more than just your own job. Running a business from home often requires you to have a professional standard of competence in sales, marketing, management, accounts, book keeping, financing, copywriting and these days all aspects of information technology.

In the ideal work from home situation, your home business would allow you to focus on what you are best at whilst still functioning effectively.

ONE: Training

Top training is how we learn to be better at what we do. But professional level training is often very costly and usually not within the budget of the average home business.

Training is essential to the success of your business and keeping your skills, sector and product knowledge up to date is even more essential. If you don’t have the opportunity to stay ahead of the game, or at least keep up with your competitors, how will you be able to compete in the market?

With the highest quality of training, you’ll find that you start making general improvements in your working practices. But most of us need specific training to improve our weak areas and strengthen the areas in which we are already excelling.

Is it possible to have all of this, whilst working at home without breaking the bank? It is. Keep reading.

TWO: Follow Up/Sales

Following up interest or leads can be daunting. It often means approaching people by letter, email, phone and in person. This can cause most people to give up at the idea. Sales or converting leads is not for everyone. Many people see it as confrontational, pushing or pressuring someone into buying something that they do not want.

Instead, a good sales person shows the potential customer how they would benefit greatly from the product or service and although they do use techniques designed to get the person to do what they want, it’s no more manipulative than your average television advertisement. Sales is about offering someone an opportunity to benefit from what you have and share that benefit with them. If they can imagine themselves in the position of benefiting, you increase your chances of making the sale.

In most home businesses, you not only have to provide the service or make the product, but you also need to become an effective sales person for your own business. Many people do not possess this skill and end up doing their excellent business idea a disservice.

Can your business afford not to make sales? Do you have the necessary skills to convert your prospects into sales? Can you afford to add sales staff to your home business at this stage? What if an opportunity existed that didn’t require you to sell ANYTHING? What if you could work to your strengths and benefit from the combined endeavours of a team all working together?

THREE: Marketing/Advertising
What would it be like to have professional marketers and advertising experts working with you? How much would it cost to have that expertise working for you and your home business? Could you benefit from someone to work with you on your Internet Marketing strategy? Do you know what goes into a Marketing Mix? You can run a successful home business with all of this support. How? Read on.

FOUR: Organising
Good management is an absolutely essential element of any successful business. But do you have an MBA from a fantastic business school? If not, you’ll have to learn everything on the job, which could mean making a lot of mistakes before you find your successful management style.

Management isn’t for everyone. You wouldn’t put a quiet loner with no self-confidence straight into a management role, they’d be defeated by it. Instead, you want an experienced coordinator, who understands your business sector and the product or service that you provide. Buying-in this support could seriously bash your budget.

FIVE: Good with Numbers
Not everyone is numerically gifted, some people hate numbers. If you’re running a successful home business, you need to be great with figures. From keeping your books and accounting to working out sales conversions or discount percentages - you need someone on your team who is excellent with numbers and figures.

The cost of employing a bookkeeper and an accountant sometimes forces small businesses to tackle the tricky issues of financial accountability and record keeping alone. This can be a stressful and an additional hat that the small business owner must wear. When you work at home as part of a team, you get the support that you need, when you need it.

SIX: Financing

When you start a new business, where do you find the money that you need? Do you struggle to secure a business loan from increasingly lending-shy financial institutions? Do you wade through the plethora of business grants only to discover that you don’t fit the criteria?

Business financing can make all the difference to the success or failure of your home business. But where does the money come from? Do you have the skills and knowledge to attain the level of funding that you need? Could you use a hand with preparing an application for a grant or loan? That help is available. Want to know where to look?

SEVEN: Business Mentorship

An excellent mentor helps you achieve your aims whilst walking you through your training - communicating with you regularly and pointing you in the right direction. A great mentor allows you lots of freedom, but saves you each time you are about to make a costly error. A personal business mentor provides you with a constant supply of great advice based on their own experiences. This is great for helping you to spot in advance some of the problems that you might not have considered because you lack the experience.

Wouldn’t it be great if it were possible for you to have a successful home business, yet still work with a team of professionals who are each working to their strengths? Well, it’s possible! It’s possible to earn a great income, whilst working with people whose expertise you’ll learn to rely on. You’re in this together. When you invest, you make more than a financial commitment; you invest your expertise in a team, a team that strives to succeed together. By joining the community of people working together, you’ll benefit from the strengths of your team, develop your own skills and start earning money from your combined efforts.

Share your skills in an effective team, building your business together by visiting OccupytheCity

Article Source: http://EzineArticles.com/?expert=Andrew_McKinnon http://EzineArticles.com/?7-Skill-Sets-That-Are-Needed-by-Every-New-Business&id=1568212

VMA 2008 Promos: Russell Brand and Britney Spears

by unaust371 (Category: Entertainment)

Britney spears russell brand forgetting sarah host helping him out commercials advertising performance elephant

more of bobster1985’s photos

Romancing the Brand: The Power of Advertising and How to Use It

From

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• amazon.com Sales Rank: #777732 in Book
• ABIS_BOOK

• The Brand Gap: Expanded Edition
• Be the Brand: How to Find a Powerful Identity and Use It to Drive Sales