Building Better Brands

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Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity Development by Scott Lerman
English | May 29th, 2018 | ISBN: 144033143X | 200 Pages | EPUB | 89.74 MB

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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