Publisher's Synopsis
At the core of this book is Edward's message of the critical nature of a Credible Brand and his process for establishing the second level of business, called "Credibility." Also the Cycle of Communication and the 4-B's. Be There, Be There More, Be Better, and finally, Be A Brand. The serious difference between Edward's version of a Brand and the rest of the industry.Edward doesn't just write a book about why the brands will be the only things that survive, he is living proof of his concepts in everything he does.
