Dimensions
187 x 235 x 17mm
How to Build a Product or Service into a World-Class Brand.
In today's world it's no longer enough to have a superior product - or even a stellar advertising campaign. Today's consumer is more savvy than ever, and ample competition has allowed him to become ever more choosy, as well.
The first part of this book proclaims that the only way to stand out in today's - and tomorrow's - marketplace is to build your product or service into a brand. Think Nike, Starbuck's, Xerox, and Kleenex- and you're thinking brands in the most lucrative sense. The text is illustrated with anecdotes from some of the best brands in the world and explains how any product or service can be built into a brand.
The second part of the book includes The 11 Immutable Laws Of Internet Branding, which tackles the concept of branding on the web. The Ries's divulge the controversial and counterintuitive strategies and secrets of how to successfully build your company, product, service, or self into a hot and profitable brand on the Internet.
