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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
amazon.com
ompanies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name.