The Good Brand How Companies Create Valuable Brands |
|
| Author:
| Lasky, Michael |
| ISBN: | 978-0-9975281-0-7 |
| Publication Date: | Jul 2016 |
| Publisher: | Perimeter Communications Corp
|
| Book Format: | Paperback |
| List Price: | USD $39.95 |
Book Description:
|
Most companies start their branding endeavor by picking words. By then they have often made their first fatal mistake. Many companies spend years and fortunes building brands that they don't own, can't sell, or aren't even real brands. These errors are very expensive and always poorly timed.In order to create a great brand one must understand the rules of branding from two different disciplines, law and marketing, which are brought together in The Good Brand.As a company CEO, Chief...
More DescriptionMost companies start their branding endeavor by picking words. By then they have often made their first fatal mistake. Many companies spend years and fortunes building brands that they don't own, can't sell, or aren't even real brands. These errors are very expensive and always poorly timed.In order to create a great brand one must understand the rules of branding from two different disciplines, law and marketing, which are brought together in The Good Brand.As a company CEO, Chief Marketing Officer, or in-house counsel, the future of your company depends on knowing the fundamental processes which build valuable brands.In The Good Brand, the process to a great brand is made clear and understandable through examples of successes and failures of companies on their journey to a stronger brand, with an action plan any company can implement.