BE THE BRAND

by David N. Martin

"What's the simplest way to express what your company stands for? Can you do it in a single word?" Volvo can. "Safety" has become that brand's recognized claim to fame. At Perdue, an unwavering company mandate along with consistent advertising has made "Freshness" synonymous with quality. These are but two of many examples Martin uses to show how a focused identity can become an unassailable competitive advantage.

In case after case, David Martin takes the reader behind the scenes to join him in a fascinating search for identity. Be The Brand often reads like a good novel, but the reader will find a useable insight on every page.

David Martin started The Martin Agency with a partner and a secretary and helped it grow to one of the hottest in the nation. He has authored Romancing The Brand, and is a founding partner of a hot new brand development firm, BrandSync LLC. He has been named to both the business and communications Halls of Fame in his home state of Virginia. His company believes that every brand has "one thing" that sets it apart: "one thing" that customers recognize and value most: and that often the brand's marketers overlook or downplay it to their peril. His approach is to find it and drive it home to free brands from the commodity trap that endangers their added-value existence.