What's a brand name worth that clearly projects a positive identity? A premium price, of course. What are the best techniques to create a brand name and marketing strategy? The author of this book, founder of one of the world's top marketing and advertising firms, The Martin Agency, is an expert at branding strategy who reveals the techniques he uses. Martin explains how to cut through the mumbo jumbo so that what a company or product stands for can be expressed NOT just in a paragraph, NOT just in a sentence, but in a single word. THAT'S what creates a powerful brand. For example, Volvo has come to stand for 'Safety. ' At Perdue, 'Freshness' is synonymous is with quality. These are only two of many examples showing how a focused identity can become an unassailable advantage. In case after case, the reader is taken behind the scenes to join in a fascinating search for identity. On practically every page, the reader will find a usable technique for developing high impact marketing and branding strategy.