This book is a comprehensive discussion of modern branding and covers the many interrelated aspects of developing and building a brand. Not only must you figure out what your unique promise of value should be (i.e your brand promise or position), but you then must align your entire organization to delivering that value and keeping your brand promise at all customer touch points. This excellent book will walk you through all practical implications throughout the process and help you build meaningful brands along with a brand-aligned organization.
A must read for anyone serious about learning more on the topic of branding.
