Never Mind the Sizzle...Where's the Sausage? : Branding based on substance not spin

Never Mind the Sizzle... is an irreverent story packed full of practical tips, tricks and tools that reveal how to: 1. Cut through the bull and buzzwords and discover how branding can create growth, not hot air. 2. Get deep insight into y our consumers without breaking the bank on expensive research. 3. Create a big brand idea that makes your marketing more effective. 4. Get your boss on board by bringing to life your vision and selling its value. 5. Win your consumer s heart and mind by creating a potent mix of product "sausage" and "emotional sizzle". 6. Stand out from the crowd by using every bit of your marketing mix to differentiate your brand.