Build Your Brand by Delighting Your Customers

Building a store or product brand into a market leader takes more than just nifty logos, catchy slogans, cool Web sites, or cutting-edge advertising. The key to successful brand building is creating delightful experiences for your customers. This is the premise behind Briefs for Building Better Brands: Tips, Parables and Insights for Market Leaders from marketing consultant Allan Gorman. Organized as a collection of some of his most popular columns, BFBBB offers jewelers and other companies a blueprint for developing a strong, successful, and profitable brand. Gorman's book highlights strategies such as focusing on the customer, not on profits; using information that's meaningful and useful to customers to overcome sales objections; developing word-of-mouth awareness to make a more powerful branding statement than advertising can; aligning packaging, advertising, and publicity to max

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