In B uilding the Brand-Driven Business , authors Scott M. Davis and Michael Dunn— two of the nation"s foremost experts on brands— map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone"s job.

Это и многое другое вы найдете в книге Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (Scott M. Davis, Michael Dunn, David A. Aaker)