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"Marketing is building a brand in the mind of the prospect," they write. "If you can build a powerful brand you will have a powerful marketing programme. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so- successful-- branding efforts undertaken by a number of high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as "The Law of Expansion", "The Law of Contraction", "The Law of Consistency", and "The Law of Mortality". While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman, Amazon.com --This text refers to an out of print or unavailable edition of this title.
I purchased this book in an attempt to educate myself in how to build my brand as a science fiction novelist. Read morePublished 1 month ago by Merita King
I bought the book with Whispersync too. The first 15 laws were interesting and though some of the brand examples were very old I still got a sense I was learning some good lessons... Read morePublished 7 months ago by Amazon Customer
Interesting, particularly given what has happened to some of the brands they mention in the book, Amazon for one!Published 12 months ago by s l greg
An excellent thought provoking read. Sometimes stating the obvious in a way that is compelling.Highly recommendedPublished 12 months ago by Robert Alexander Dixon
This book spells out what brands really are - perceptions in the mind of the customer. It goes on give a simple prescriptive list of the things you should do and should not do to... Read morePublished on 13 Aug. 2013 by Paul Sloane
its good. it really is. trust me. buy it. you wont regret it, unless you do, in which case sorry.Published on 9 Mar. 2013 by Amazon Customer