The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company

"A superb book with real substance and passion that could and should change yhour organization. A plethora of original concepts and tools illustrated in marvelous case studies provide new insight into brands and their management." - David A. Aaker., E.T. Grether Professor of Marketing Strategy at The University of California at Berkeley and author of Building Strong Brands. "the brandmindset is all about building genuine brands; they lead with the heart, nurture with the soul and build one customer at a time." - howard schultz, chariman and cep, starbucks coffee company and best-selling author of pour your heart into it. "The BrandMindset clearly articulates 'how to think like a brand' which is necessary to understand before an organization can act like a brand." - Dave Whitwam, Chairman and CEO of Whirlpool Corporation. "after reading the brandmindset you should not only consider changing the way you do business, but you'll have a real good idea about how to go about it - and doing so truly builds brand equity." - robert shulman, ceo of copernicus and author of marketing myths that are killing business. "Today is not enough to provide a service or a product. Success comes when the product and service are created and delivered through a BrandMindset." - Christopher W. Hart, Ph.D., President of the Spire Group and author of Extraordinary Guarantees.