Publisher's Synopsis
This is a practical, down-to-earth book that will lift the lid off business-to-business branding. "Step Away From the Crayons" will help you to take your business to the next level. This book will help you to: understand how brand works holistically; define your brand; build a strategy for your brand; create real competitive advantage; build a winning team; radically improve customer retention; maximise the value of your business; and, much more besides! Drawing on a combined experience of more than 50 years, Alan Bright and Phil Parr have created a 'musthave' resource for anyone interested in developing a B2B brand. Their unique insights have lifted branding from the tactical world of corporate marketing and developed a compelling argument for putting it back in the board-room where it belongs! So - step away from those crayons and start to build your strong B2B brand.
