"Clear, compelling and powerful. Branding in all its power and glory made accessible and exciting." -- Tom Peters, Tom Peters Company
An important read for the young practitioner to the most senior executive, this common sense approach for business is timeless. -- Paul D. Schrage, Senior Executive Vice President of Marketing, Retired, McDonalds Corporation
If your marketing person wont spend the time to do the exercises in this book, it's time to replace her. -- Seth Godin, Author, Purple Cow
Steve completely changed the way our company looks at marketing. This book will be a must-read for my employees. -- Carsten Pederson, President, Club 8 USA
From the Publisher
This media cacophony is a result of the outmoded strategy of Brute Force Branding, the tactic of heavy-handedly forcing an inflexible message on the body of consumers. Author Steve Yastrow offers an alternative with Brand Harmony, and demonstrates that your brand the desired perception of your product or service by the consumer is not what you say you are, but what your customer thinks you are. Drawing on his years of experience consulting for such corporate entities as the McDonalds Corporation and Wyndham Hotels & Resorts, Yastrow hones the idea of branding to bring it more in line with modern media and the resultant increase in customer power. After finishing Brand Harmony, the reader will not only have a new way in which to look at his or her customer, but will also reexamine the role that each and every company employee can play in an effort to "Be the Brand" and increase company performance.