Building the Brand Driven Business: Operationalize Your Brand to Drive Profitable Growth by Scott Davis, Michael Dunn, David A. Aaker; Jossey-Bass; 1st edition September 17, 2002.

“This book demonstrates how all businesses can take control of their branding,” says Dan Curran, founder and principal of Drive Agency. “I have long preached that it is everyone’s job within the organization to help build their company’s brand. This book speaks to this inside/out approach to marketing. A great read!”

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