Ebook: Building Better Brands: a Comprehensive Guide to Brand Strategy and Identity Development

Intro; Dedication; Introduction; Building Better Brands?; Building Better Brands That . . .; Elements of Building Better Brands; Champions; Carol Gee; Carmenchu Mendiola Fernández; Van Perry; Discovery; Discovery Work Plan; Character; Start with Character; What's in Character?; Defining Character?; Character Workshop; Arena; A Simple Question; Don't Use Your Imagination; Focused Versus Expansive; Arena Workshop; Positioning; Brand Positioning; Brand Territory-A Simple Framework.; Positioning Attributes.; Positioning Workshop.; Experience; Experience is Undeniable.; (re)Model the Experience.