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The Best of Branding: Best Practices in Corporate Branding by James R. Gregory, McGraw-Hill, October 2003, ISBN: 0071403299, $39.95, 288 pp.
Jim Gregory believes in the power of brands. His firm, CoreBrand, has tracked the impact of branding communications on the bottom line for almost 15 years. This book is his attempt to present the basic principles of his CoreBrand measurement system (Part 1), the consulting approach he and his firm use in the brand building process (Part 2), and finally a series of basic principles of good branding based on case studies (Part 3).
The article by Amitava Chattopadhyay and Jean-Louis Laborie is terrific. It represents a rethink and an innovative way to improve what we do as professionals. For that it should be commended and introduced to the industry.
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