Building Brands: What Really Matters
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Preface
0:004:37
Business KnowledgeForecasting & Strategic Planning
Episode
1
Preface
2
Book Reviews
3
Foreword
4
Prologue
5
1. A brand is a promise
6
2. My meeting with Rich
7
3. Three keys to making an effective brand promise
8
4. How to write your brand promise
9
5. Branding is about strategy
10
6. The difference between brand image and identity