Brand the Change unpacks the brand building process in practical steps. Whether you are building an innovative new product, creating a service for good, spreading a new idea, or positioning yourself as a leader in your field, thinking like a brand strategist will help you to create a clear, compelling offer, develop unique brand experiences and ultimately attract and convert the right audiences.The book offers the tools and exercises to build your own brand and offers a rich array of tips fro...

Five to ten years form now the majority of all advertising, including TV, radio, print, and outdoor advertising, will be bought through digitla automated trading systems. Imagine a world where people only watch ads they want to watch at moments that suit them, rather than ads we want them to watch at moments that suit us. How would your brand and advertising strategy change? Which of the things you do now would no longer work? Which assets and skills do you lack? Would your job still exist? A...