Spark

Spark demystifies the process of building a brand in today's increasingly competitive, crowded marketplace. Written by marketing expert Paddy Rangappa, who has worked with some of the most successful global brands--including Dove, McDonald's, and Vicks--this book provides a practical framework to help readers navigate the various stages of brand-building, including:

-- How to cultivate insight to address a specific business challenge
-- How to construct a full business plan around that challenge
-- How to leverage a plan for revenue growth

Filled with case-studies of how successful global brands were established from the ground up and featuring brand strategies and tips for developing successful brand campaigns with ad agencies, Spark is a helpful and practical guide for any professional committed to growing and nurturing a powerful brand.