Martin Brand Power: Dominate the Category

Brand Power: What you sell—your brand—can have it, too. It’s why Duracell® can charge more for a pack of batteries than Rayovac®. Why Tylenol® gets more for a bottle of pills than the CVS brand of Acetaminophen, even though it’s the very same formula. Why most people would rather drive and are willing to pay more for a Mercedes or a BMW than a Chevrolet. You simply have to know how to create it, and that’s what this book explains.

Stephen Hawley Martin, a former Senior Vice President of The Martin Agency, the internationally-renowned firm that created the GEICO Gecko and “Virginia is for Lovers,” describes a proven branding process you can use. Martin and his colleagues developed and refined it over a period of more than twenty years while working with the leaders of dozens of companies in fields ranging from software and high tech, to consumer packaged goods, to OEM equipment manufacturers, and a plethora of business-to-business products and services. In this book, he lays out the process step by step and provides half a dozen case histories that bring the system to life. It’s one you can use to put your business or brand out in front of competitors and dominate your category.

And won’t it feel great when you do?