Basics of Branding

Preface

Why Branding Is Even More Important Today

This book is about changing people’s attitudes and behavior. It deals with the fundamentals of communication and persuasion, and also with messaging that can change how people think. I wrote this book to help managers re-discover critical principles of marketing that are so often lost or misunderstood in today’s world of fast-paced communications and information clutter. And the core of marketing is branding.

The role of marketing in business continues to fluctuate along with the moods of the economy, advances in technology, and the ever-changing fickleness of consumers. “Mad Men” reminds us of the dominance of ad agencies between the 1950s and 1970s, especially the prevalent use of print advertising. ...