Taking Brand Initiative – How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Mary Jo Hatch and Majkena Schultz
This book is important to ALL companies out there. This is not just for the “Marketing Department”, who in real life, know nothing about marketing. This book places the management of brands at the senior level of management and organizational development. The authors explain how the brand is just as important to a company’s “outsiders” … Read more
