As people in business, everybody is more than familiar with the word "Brand." Few, however, have the foggiest notion what a brand really is...and no clear road on how to build one. We have been raised in a sophisticated world of business in which the word "brand" has become a nice little marketing buzzword. However, even in the world of professional design, marketing, and advertising, few really understand exactly what a true brand is, how to build one, or how to make it work as hard as it should. Removing the mystery and providing a crystal-clear formula for building a powerful and impactful brand, David Flanagan boils it all down into "What you say and How you say it." He takes the confusion surrounding the world of real branding and makes it all incredibly easy to understand and use.