chapter 5
The secrets to scaling your brand
In the previous chapter, you discovered how to create a brand that is distinct, differentiated and above all connects with people on both a rational and emotional level. Now, you may be thinking that you have done all the hard ‘ground’ work to achieve brand success. Not so fast! Remember in the previous chapter, I mentioned that today the barriers to building a brand are lower than ever, yet sustaining it is harder than ever. Why is that?
Well, with so much competition it’s very difficult for your brand to really stand out and gain traction, credibility and trust with your consumers. In reality, it’s ...
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