Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity Development
- ISBN-10
- 1440331510
- ISBN-13
- 9781440331510
- Category
- Design
- Pages
- 200
- Language
- English
- Published
- 2018-05-29
- Publisher
- Simon and Schuster
- Author
- Scott Lerman
Description
Building Better Brands is the essential guide to creating and evolving brands. Leveraging three decades of brand consulting for legendary companies like Caterpillar, Harley-Davidson, 3M, Owens-Illinois, National Australia Bank, and American Express, as well as middle-market and new-media startups, Scott Lerman shares the processes and frameworks needed to build great brands. This book is for you if you're a CEO seeking to enhance your knowledge of the branding process, a marketing/communications specialist who wants to take a leadership role in advancing an organizations brand, a brand consultant who is striving to sharpen and extend your skills, or a student who wants to jump-start a career in branding. Whatever its starting point--market leader or struggling competitor--any organization that follows this step-by-step guide will end up with a better brand.
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