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Don't Brand Like That
The Brand Architect's Field Guide to 37 Branding Myths, and What to Do Instead
Englisch
36 b
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Bis zu 30 Tage Rückgaberecht
Branding isn't magic. And it isn't expensive.
Customers must love your brand. Find a gap nobody fills. Write a mission statement. Keep it fresh. Go viral. You've heard it all, said with total confidence. Most of it falls apart when you look at the research.
DON'T BRAND LIKE THAT takes 37 popular branding beliefs, plus three bonus ones, and settles each in two illustrated pages: a cartoon, a verdict stamp, what's really going on, a real-world-sized story and one thing to do instead, usually for free.
Inside:
- Every myth stamped BUSTED, HALF TRUE or PROBABLY NOT, with an honest note on how sure we are
- Four small businesses, from a café in Lisbon to a software firm in Bengaluru
- A start-here map, a five-habit quick-start and a myth checklist
- A Brand Card to fill in, a cartoon glossary and a checklist for selling across borders
Read it in an evening. Keep it on your desk for years. For the full research behind every verdict, read The Brand Architect by the same author.
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