chapter 4
Develop your brand
In Part 2 we will grapple with aspects of both brand development and expansion. Here we will look specifically at how we can build a brand that will really resonate with your target audience. Then in the subsequent chapters in this part, we will look at how we can scale and sustain a brand using a variety of tools and techniques.
When you look at some of the most iconic brands of today, such as Google, Amazon, Tesla, Instagram, Netflix, Spotify and Uber, to name but a few, it’s worth reflecting on what they all have in common. They are all category disruptors and in a relative sense have not been around for that long. ...
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