Brand Breakthrough: How to Go Beyond a Catchy Tagline to Build an Authentic, Influential and Sustainable Brand Personality / Agin, Margie

ABOUT BRAND BREAKTHROUGH

In Brand Breakthrough, you’ll learn how to build a powerful brand personality that draws customers to your company and leaves your competitors in the dust.

Packed with case studies, first-person interviews with top marketers, and hands-on activities, Brand Breakthrough will inspire and empower you to navigate your company’s brand journey. It includes lessons learned the hard way and “gotchas” to avoid.

Inside, you’ll find a step-by-step framework to:

• Define a brand personality that matches your company’s unique culture
• Articulate how you help customers succeed in ways competitors can’t
• Convey your brand personality in content, campaigns and conversations
• Build consensus and excitement for a brand launch
• Measure the impact of brand personality on your business goals

Why now?

It’s tempting to sweep brand questions under the rug in favor of an impending deadline or solving the next crisis. But, without a strong brand personality you end up being a passive participant in your own marketing. Prospective customers make incorrect assumptions. Salespeople tell inconsistent stories. Worse, competitors paint an unflattering picture you’ll struggle to defend against.

Don’t procrastinate. It’s time to define and launch your company’s brand personality.

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