Why Johnny Can't Brand

Why Johnny Can't Brand

Rediscovering the Lost Art of the Big Idea

Book - 2005
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Baker & Taylor
Citing fundamental misunderstandings about branding that typically lead to failed advertising campaigns, a straight-talking guide defines branding as a process of creating an exclusive idea of value that is delivered consistently, in a volume that covers specific techniques for brand creation and maintenance. 30,000 first printing.

Publisher: New York, N.Y. : Portfolio, 2005
ISBN: 9781591841128
Characteristics: xvii, 222 p. ; 22 cm
Additional Contributors: Nichols, Carl 1955-


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