This text shows how to create sustainable competitive advantage, attract new customers, outlast competitors and contribute to the overall corporate success. It provides an accessible step-by-step guide to making a company unique and giving it vitality and direction. Chapters cover the psychology of a company; creating corporate charisma; brand management; market research; and choosing customers through segmentation and market developments. It is packed with simple principles, down to earth actions, explanations, exercises, checklists and a short training programme that can be applied directly to the business, whatever sector or whatever size of the company.
Dr. Paul Temporal conducts seminars on branding and speaks regularly at conferences and has been extensively published in journals. Dr Harry Alder, a popular seminar leader and speaker, works with major companies to help their staff reach their maximum potential.