In Building the Brand–Driven Business, authors Scott M. Davis and Michael Dunn–– two of the nation′s foremost experts on brands–– map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand–building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand–driven culture within an organization so that building the brand becomes everyone′s job.
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