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Posted November 25, 2002
Branding is Not Just About Marketing
This book focuses solely on the marketing strategy involved in building a brand. However, those of us who are familiar with brand initiatives know that the most difficult part is internal IMPLEMENTATION. This book does not focus on the implementation or organizational change necessary for a successful brand initiative. How do you make sure that all of your employees are on the same track? When your advertising offers one thing, but your employees deliver something else, how do you resolve that conflict? This book fails to answer these fundamental problems.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.