Building Billion Dollar Brands: Spectacular Successes & Cautionary Tales: The Lure Of Brand Response From Both Sides Of The Marketing Fence

Better Branding, Better Benefits
Marketing techniques, retailers, and distribution channels have changed dramatically since authors RICK CESARI and BARB WESTFIELD started in the business of brand building and direct response advertising twenty-five-plus years ago, and they will continue to change, but over their combined years of experience, Rick and Barb have found that five key strategies have remained constant: 1 Utilizing your “unique selling proposition,” or USP; 2 Creating a name and...