In Branding to Differ, Jean-Luc Ambrosi provides a practical and
comprehensive look at best practice branding for those requiring a
real understanding of brand development and management. Ambrosi
demonstrates that the brand is fundamentally a promise, that it
impacts both the emotional and rationale mind, and that ultimately
good branding is about expressing a difference. He shows concisely
how to approach brand management holistically throughout the
organisation and emphasises which key elements truly impact a
brand's success. His argument about the need to differentiate is
compelling and provides the reader with a step by step approach on
how to build a powerful brand. Written from both a strategic and
practical perspective it is a road map on how to manage brands
beyond the text book concepts and popular cliches. A must read for
any senior executive.
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