Helps companies create stronger brands by offering real substance. This book offers step-by-step considerations, and a five-phase process for creating and implementing effective brand identity. It contains the tools needed, whether a brand manager, marketer, or designer, when creating or managing a brand. It includes various full-color examples.

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Describes an approach to creating a position in a prospective customer's mind - one that reflects a company's own strengths and weaknesses and those of its competitors. This book shows readers how to reposition a strong competitor and create a weak spot, use the present position to its best advantage, and choose the best name for a product.

The book that offers a cure for affluenza, 'No Logo' is one of those rare books that defines a generation, the most significant one since Douglas Coupland's 'Generation X'.

Urging you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable, this book is a manifesto for anyone who wants to help create products and services that are worth marketing in the first place.