A book co-written by a speaker I heard at an MD2MD session. Essentially about the need for a holisitc approach to creating a company brand (rather than just focusing on teh creative image aspects)
Thoughtful sections were
p32 about the power of using stories to communicate a message.
p35 Be clear about the purpose of the business (and this isn't just to make a profit!)
p45 lovel poem about the average man and his negative opinions
p54 Whate are my customers buying (as opposed to what am I selling)
p75 a checklist of what you should know about your (key) customers
p84 on the dangers of too much measurement 'You can't fatten a pig by weighing it'
p118 the improtance of teh right working environment
p126 what search terms do our customers use to find us on the web?
Saturday 6 February 2010
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