In Building the Brandâ€“Driven Business, authors Scott M. Davis and Michael Dunnâ€“â€“ two of the nationâ€²s foremost experts on brandsâ€“â€“ map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brandâ€“building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brandâ€“driven culture within an organization so that building the brand becomes everyoneâ€²s job.
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