Argues that to achieve success the focus of marketers should be on positioning and that branding is a product of marketplace response.Brand is a noun and, unlike Google, should never be used as a verb. Brand is the prize, but the actual work to be done is positioning, the art of which sits at the heart of marketing. This is a book about positioning.
|Title||:||Brand is a Four Letter Word|
|Publisher||:||Advantage Media Group - 2012|