Branding is more than a great logo design. A brand is the essence of an organization-its DNA-impacting its continual success. It is absolutely essential to get it right.

Brand managers, marketing experts, and executives have long considered this trusted information to troubleshoot their branding complications. Compiled by an recognized professional with 30 years of experience building world-class brands, Brand Help covers topics which range from research and positioning to brand collateral management and structures strategy.

Combining illuminating case research, best practices, and the latest study, this edition provides invaluable advice on every aspect of brand management including:

The 6 most powerful sources of brand differentiation • 5 elements that trigger brand insistence • Turning brand strategy into advertising • Online branding • Private label brands • Creating “group of one” brands • Sociable responsibility, sustainability, and storytelling • 60 non-traditional marketing techniques • Metrics • And even more

A treasure trove of methods, templates, and rules of thumb, Brand Aid is the ideal reference for anyone in charge of building their organization’s brand.