Title: I am what I promise
Product review: Most people construe branding as merely a matter of naming and promoting, as though the brand name merely reminds you of the quality of the product or service so branded. Dr. Barlow and her colleagues have cleverly reminded us that branding is much more; that it is an active process that translates to living up to a promise. The brand is not about the product: it's about the promise. Barlow and Stewart explore the interrelatedness of the product or service and the promise; they then tie the various connections to the processes required to achieve and maintain the promise. If you promise reliability, you'd better be reliable: at all levels of the company, be it small or very large. The authors demonstrate how to identify these various levels and how to implement level-appropriate strategies. Everyone expecting to make money by providing services will increase the yield by reading this book and applying its principles. Vincent M. Riccardi, MD, MBA, La Crescenta, CA
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