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Brands are more important than ever to the survival of North American business. Our manufacturing base continues to disappear. An unprecedented volume of commercial messaging makes it ever more difficult for Brands to reach customers or employees. Yet "Brand" is misunderstood. Egged on by business schools and the ad industry, most senior executives equate their Brand with their logo or advertising. They think the Brand isn't their responsibility, but that of the marketing department alone. With colorful stories drawn from his 37-year career, Ted Matthews challenges our business leaders to achieve their Brands' full promise by accepting that A Brand is what people think of youT - and by taking ultimate responsibility for it. "Ted Matthews wraps a persuasive argument in a lively read. This book is packed with fascinating examples that back up its clear-sighted analysis of how to build your brand, and - just as important - how not to." Jim McElgunn, Senior Editor, PROFIT Magazine
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