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on 6 March 2010
A book co-written by a speaker I heard at an MD2MD session. Essentially about the need for a holisitc approach to creating a company brand (rather than just focusing on teh creative image aspects)
Thoughtful sections were
p32 about the power of using stories to communicate a message.
p35 Be clear about the purpose of the business (and this isn't just to make a profit!)
p45 lovel poem about the average man and his negative opinions
p54 Whate are my customers buying (as opposed to what am I selling)
p75 a checklist of what you should know about your (key) customers
p84 on the dangers of too much measurement 'You can't fatten a pig by weighing it'
p118 the improtance of teh right working environment
p126 what search terms do our customers use to find us on the web?
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on 13 November 2009
An excellant book which adopts a refreshing and holistic approach to branding.

The authors of this book have taken their marketing and organisational experiences into account when writing this book.

This is a must read for any aspiring business, so they can build a business understanding of the impact they have, wherever they interface with their "public" and how this builds into brand strength or brand weakness.
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