This brand strategy book is a carefully curated collection of the best brand-thinking over the last decade or so, adapted specifically for our time. Use it to position your brand and to stand out amongst the competition. Give your brand a personality people can identify with. Give folks good reason to stay loyal, and to support and cheer on your brands next project. Strong brands are more profitable, attract the best talent, and are highly valued. This book is a toolbox for everyone who sees the value of digging a little deeper, to aim much higher.