Building Better Brands

Building Better Brands (second edition) is an essential guide to creating and evolving brands. Leveraging three decades of brand consulting for legendary companies like Caterpillar Harley-Davidson 3M Owens-Illinois National Australia Bank and American Express as well as middle-market and new-media startups Scott Lerman shares the processes and frameworks needed to build great brands.This book is for you if you're a CEO seeking to enhance your knowledge of the branding process a marketing communications specialist who wants to take a leadership role in advancing an organization's brand a brand consultant striving to sharpen and extend your skills or a student jump-starting a career in branding.Second EditionIllustrations by Will Ayres.