Chapter 5. Your Brand Is Not Your Logo

Why your brand is not what you say it is—How your brand is an experience that lives in your customer’s gut—The role of design in brands built to last—How to communicate what your brand is about.

A road-weary family of five climbs out of a Volvo station wagon and heads past the dance hall that won’t be open for three more hours toward the post office/saloon that also serves as a souvenir store and is the main business in downtown Luckenbach, a metropolis comprised of four wooden buildings that haven’t seen fresh paint in years. Mom, Dad, the twin girls, and their older brother Chip are nearly to the door, anxious to see the place Willie Nelson, Waylon Jennings, Gary P. Nunn, and a host of other country-western ...

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