Yay! It’s finally here! The official launch of my book, What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest (Jossey-Bass).
The book introduces a different way of thinking about and building brands. If you ask most people to define “brand,” they will often turn to the usual suspects: a tagline, logo, advertising message, etc,. Traditionally, brands have been understood in this way – as outward-facing, image-focused expressions.