Brand Warriors : Corporate leaders share their winning strategies

Now that consumers are more brand conscious than ever, championing the brand is at the heart of winning business strategies. Nothing is as important if a company is to prosper. Brand warriors together some of the top brand custodians in the business to talk about the strategies they employ to put their brands in the lead - and keep them there. Seventeen high-profile contributors, including Richard Branson, Frederick W. Smith and Robert Ayling, discuss issues such as the economic value of brands, effective brand architecture, powerful positioning and corporate communications programmes, global marketing and corporate reputation. These highly readable perspectives provide penetrating insights - based upon proven success - that no business leader can afford to ignore.