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Beyond Sizzle: The Next Evolution of Branding is about how branding can be used to shift business, "as is" to business as it "can be.”
Who should read it: This book was written for those responsible for building, changing or maintaining positive brand reputations in their organizations. It challenges leaders to reach Beyond Sizzle usually associated with branding efforts by unleashing the power of purpose and people to build brands that matter in an increasingly skeptical and hyper connected world.
If you are responsible for leading branding, advertising, marketing, customer experience or public relations efforts in your organizations and are looking for a practical guide to engage your organization’s most important resource--people, to build its most valuable asset--reputation, this book is for you. Those in academics will also find this book useful in their classrooms as a practical application of leading organization theories.