Roy M. Spence Jr.: It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business Is Driven by Purpose
Al Ries: The Origin of Brands : Discover the Natural Laws of Product Innovation and Business Survival
Al Ries: The Fall of Advertising and the Rise of PR
Andreas Buchholz: What Makes Winning Brands Different: The Hidden Method Behind the World's Most Successful Brands
'Brand' the Marketect says:
"Forget the big-bang, big-bucks launch party, focus instead on ironing out teething probs through family & friends feedback sessions"
"First co-operate with your competitors to increase the size of your market, then compete with them for a share of that bigger market"
"When competing with the 'Big Boys' in your market, do not just focus on their weakness, but look for the weakness in their strength - their 'Achilles Heel'"
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