Brand Driven The Route to Integrated Branding Through Great Leadership [Hardcover]

A sequel to the authors' highly acclaimed book Integrated Branding, Brand Driven gives leaders at all levels the tools for integrating their entire organization with their brand. It shows how leaders, from the mailroom to the boardroom, can play an important role in the organization's ability to build and communicate a strong brand.

This book demystifies the concept and re-defines the boundaries of Branding from seeing it as a specialized marketing term to a broad holistic framework within which to consider every dimension of my business. -- Roanan O'Loan, Senior Organizational Consultant, Microsoft