Brand Tuned - The new rules of branding, strategy and intellectual property (Smith Shireen)(Paperback / softback)

- A brand is more than a snazzy logo - but what else is there to consider when building a brand? Do you really need a brand for business success? And what has intellectual property got to do with anything? A strong, authentic brand is what makes your business stand out from the crowd - and what drives long term success. But the branding industry can be an overwhelming minefield, full of conflicting advice and multiple disciplines - so how do you navigate your way through the process? That's where Brand Tuned comes in. With the step-by-step TUNED methodology, you will: - define your brand to drive the business forward and help it stand out - know what brand promise will attract your ideal client - pick a name that will put you "front of mind" - ensure that the design elements you choose are distinctive and 'ownable' - train your team to live the brand. Drawing from
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