What Is A Brand?

We inhabit an era when everyone recognizes the need for a brand, where every business wants one. A multitude of practitioners assure you they have the answers for you. How can you be sure they address the right questions for your own unique organizational personality? This easy handbook compiles commentary from a variety of expert voices speaking the accumulated wisdom of the ever-evolving brand discipline. Among its pages you will find essential truths relevant to the discovery of your own true brand.