While most companies claim to have a brand, only a few make an
authentic connection with customers or clients. The rest simply
have a logo that gets slapped onto the side of a truck or onto a
shirt. Today it’s brands that will thrive and survive, and to build
a brand, you need to create the right vibe around your business.
In The Vibe Gary Bertwistle shares his secrets, stripping
away the jargon and highlighting the essential thinking required
before you spend time, money and energy on promotion and
advertising. Whether you’re a commercial, industrial, retail or
service company, this book gives you the tools to create a powerful
brand in the minds of your customers.
Easy to understand, practical and relevant for businesses of all
sizes, with real examples of Australian businesses — The
Vibe is what every brand needs!
Mục lục
About the author ix
Acknowledgements xi
Introduction xiii
1 Start at the beginning 1
2 Raise the roof on your brand 37
3 The changing face of branding 57
4 The eight cylinders of marketing 95
5 Think differently 117
6 Final thoughts 127
Further reading 139
Index 141
Giới thiệu về tác giả
Gary Bertwistle, Australia’s most creative and innovative thinker, has helped hundreds of businesses become geniune brands. Gary is renowned for his simple and easygoing style, and passion in helping people to think differently about their life, family, business and Mojo.
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