From the Back Cover
This is the new bible for creating the look and feel of a brand. Step by step, touchpoint by touchpoint, Wheeler shows how to turn brand strategy into a perfect customer experience.
—Marty Neumeier, author, The Brand Gap
Alina Wheeler provides a practical structure for the brand-building process, a remarkable achievement in a discipline that is notorious for being out of touch with reality.
—Al Ries, coauthor, The Origin of Brands
Wheeler has succeeded in publishing a compendium that will prove to be a valued reference book for all members of the branding team.
—Communications Arts, May/June 2004