The Good Brand

How Companies Create Valuable Brands

Most companies start their branding endeavor by picking words. By then they have often
made their first fatal mistake. Many companies spend years and fortunes building brands that
they don’t own, can’t sell, or aren’t even real brands. These errors are very expensive and
always poorly timed.

In order to create a great brand one must understand the rules of branding from two different
disciplines, law and marketing, which are brought together in The Good Brand.

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