Preface
A lot of people talk about it. Yet very few people understand it. Even fewer know how to manage it. Still, everyone wants it. What is it? Branding, of course—arguably the most powerful business tool since the spreadsheet.
In this book I’ve tried to present a 30,000-foot view of brand: what it is (and isn’t), why it works (and doesn’t), and, most importantly, how to bridge the gap between logic and magic to build a sustainable competitive advantage.
While most books on branding present an exhaustive (and sometimes exhausting) array of examples and studies to support their theses, here I’ve taken the opposite tack. By presenting the least amount ...
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