This is a very practical book. It contains terrific real examples of recognizable brands as well as lots of useful tools for the marketers tool belt. You will glean things that you can use for your entire career, some everyday and some whenever. Marketing's role is to create a clear and consistent brand experience from the MOT and ever more. Rocket Builders certainly agree with his point of view. To paraphrase, any sales person and marketer should do what clients do in their day to experience what their life is like, to wrap their heads around the real persona they deal with. Although his experience is B2C I gleaned lots out of this book for our B2B practise. perhaps I would have enjoyed a different structure to the book as well as a few more bullets and lists, but the style is conversational, not theoretical by any means. A recommendation to the marketers among you. Check out [....]
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