Better Branding, Better Benefits Marketing techniques, retailers, and
distribution channels have changed dramatically since authors RICK
CESARI and BARB WESTFIELD started in the business of brand building and
direct response advertising twenty-five-plus years ago, and they will
continue to change, but over their combined years of experience, Rick
and Barb have found that five key strategies have remained constant: 1
Utilizing your "unique selling proposition," or USP; 2 Creating a name
and market position for your product or business; 3 Under-promising and
over-delivering; 4 Listening to your customers to develop world-class
customer service and powerful testimonials that will sell for you 24/7,
and 5 Direct branding selling--the best way to brand for most small
businesses and startups. In this book, Rick and Barb will expand on
these simple brand-building keys and show you how they built brands like
GoPro, the George Foreman Grill, Sonicare, and others using these keys,
and how you, too, can put them to use immediately in your business or
new product launch.