By Brad VanAuken
Powerful yet intangible, a brand is the personification of your organization. Learn to build, nurture, and grow a strong brand that inspires people, forges emotional bonds, and moves customers to insist on buying your brand.
This book guides you through the entire branding process, from using social media effectively to linking your brand to human needs.
The selected excerpt is “Chapter 8: Driving the Consumer from Brand Awareness to Brand Insistence”.
Brand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position, 2nd Edition, by Brad VanAuken. Published by AMACOM Books, excerpted with permission.
Copyright © 2015 Brad VanAuken. All rights reserved.
"The new generation of talent is not hierarchical, and does not think of their job as work."— Gord McLean, President and CEO at Advertising Educational Foundation