Brand Driven: The Route to Integrated Branding Through Great Leadership

Brand Driven moves the boundaries of branding beyond logos, advertising, and even marketing, and into the responsibility of every leader at every level within the organization. These leaders shape how organizations work and define the customers' experience. This book offers a fresh approach to how leaders can create more customer value using the brand as their guide.

F Joseph LePla, Suan V Davis and Lynn M Parker combine their experiences with leading organizations to show the various ways e...