Brand: It Ain't the Logo* *It's What People Think of You

Egged on by business schools and the ad industry, most senior executives equate their Brand with their logo or advertising tactics - and as a result, they delegate the Brand to their marketing department.They've never been taught that in fact, a "Brand is what people think of you," and that it must be owned by the CEO - the only person in the organization who can make delivering it everyone's responsibility. If you have anything to do with your company's Brand you should read this book. Brand: It Ain't the Logo* (*It's what people think of you(tm)) will give you an understanding and appreciation of Brand that can't be found anywhere else.