This book discusses a variety of core concepts about branding through a series of articles that have been written by our firm and published in regional business journals, magazines and even international marketing publications. There are huge differences between a mega brand like Apple or Coke and a fledgling one-person enterprise that just launched. Yet, in most cases, the principles of branding apply equally to brands of all sizes. The articles in this book touch on many of the central concepts that brands use to grow and prosper.
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