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“As an in-depth explanation of one organisation’s brand strategy, this guide is both fascinating and full of useful insights.” — The CA magazine (UK) Ge

Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process. It’s harder than ever to be the brand of choice�

Marketing has become ridiculously complicated, but yours doesn't have to be. With decades of hands-on experience, expert strategist and writer Drew Neisser has

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies

B2B brand communications have changed little in the last 25 years, until now. This book combines experience, insight, anecdote, observation and example to demon