The definitive guide to today's hottest marketing topic - generating word of mouth.

Offers a hands-on action plan for building a cohesive brand strategy from the ground up. This book guides readers through the four key components of brand strategy: identifying core values, creating a focused brand message, developing a distinctive brand personality, and choosing a consistent set of brand icons.

Argues that loyalty provides the acid test for leadership in volatile business environment, and that most leaders deserve failing grades. This book illustrates how superior leaders create networks of mutually beneficial, trust-inspiring partnerships between customers, employees, suppliers, and investors.

Offers marketing professionals a framework for understanding the inner workings of a business; knowing what motivates its executives and influences their buying decisions; identifying a company's organizational structure and decision-making psychology; and, using that information to develop a strategy for influencing how and why the customer buys.

In the wake of continuing corporate scandals there have been few, if any, CEOs that have stepped forward as models of doing things right except the former chairman and CEO of Medtronic, Bill George. Here, George makes the case that we do need new leaders, not just new laws, to bring us out of the corporate crisis.