Throughout my working life, I have always seen the word Brand bandied about as if it was merely a promotional tool to help drive sales. While it is true that one of the critical outputs of a good brand is its power of promotion, there are far too many instances where the brand is largely misunderstood and as a result completely under-valued. Stand Out!! tackles this challenge head-on, putting Brand in perspective both as a transformational strategy and as a financial and asset-building opportunity. A key strategic instrument that can unlock vision, clarify position, ensure distinction and provide a template and roadmap to sustainable growth, Brand is nevertheless often relegated to being a subset of a marketing department. What I would ...
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