Positioning for Professionals How Professional Knowledge Firms Can Differentiate Their Way to Success - Wiley Advisor Condition:Good 6 3/4 By 10`` Very

6 3/4 By 10`` Very slight signs of age

Harvard law professor Lawrence Lessig charts the way in which the fundamental institutions of our democracy

making Scott a millionaire many times over

Joe regularly hosts hitRECord events throughout the country at venues ranging from the Sundance and SxSW film festivals to college campuses to grand cinemas to rock&roll bars to concert halls

In an entertaining two-hour read you’ll learn:• the new definition of brand• the five essential disciplines of brand-building• how branding is changing the dynamics of competition• the three most powerful questions to ask about any brand• why collaboration is the key to brand-building• how design determines a customer’s experience• how to test brand concepts quickly and cheaply• the importance of managing brands from the inside• 220-word brand glossaryFrom the back cover:Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages

Positioning for Professionals How Professional Knowledge Firms Can Differentiate Their Way to Success - Wiley Advisor Condition:Good 6 3/4 By 10`` VeryIt's not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand Calling, Competencies, Customers, and Culture. Positioning for Professionals shows how a well defined value proposition can help professional service firms create their own success instead of