Brand Builder Workbook - 2nd Edition

Entrepreneurs and brand-builders--they provide one of the most critical ingredients for the American economy--growth. The book is an outstanding tool for helping you develop the critical skills needed to deliver that growth--by building businesses and building brands. At the core of the Brand Builder Workbook is the simple yet powerful Brand Building Matrix: Business Goals, Target, Message, and Message Windows. The author presents step-by-step guidance for building a powerful marketing communications platform.

Pam Mickelson is a retired business and marketing professor, seasoned leader, and lifelong mentor with a passion for practical brand-building. She serves on the Leadership Team for Up from the Earth, sits on the Board of Directors for a regional air museum, and is active in the Iowa Master Gardener program — reflecting her commitment to community, education, and growth. Throughout her academic and professional career, Pam specialized in business and marketing research, strategic planning, student development, social media, adult education, and mentoring. Hal is a is a seasoned advertising educator and strategic communications leader with more than two decades of experience in both academia and industry. He currently serves as Faculty in Strategic Communications and Director of Live Oak Communications at Elon University’ s School of Communications, where he mentors students in building real-world campaigns for live clients. He previously served as Interim Director of the nationally recognized Zimmerman Advertising Program (ZAP) at the University of South Florida and taught undergraduate courses in advertising research. Bruce Bendiner is a legendary Chicago-based creative executive, author, and educator whose influence spans advertising, music, culture, and higher education. Widely regarded as one of the most original creative minds in American advertising, Bendinger has spent decades shaping how brands communicate?with wit, intelligence, and enduring impact. Studs Terkel famously called him “ the wunderkind.” He is the author and co-author of numerous acclaimed books on advertising and marketing, many of which are used in universities across North America as foundational texts for students of creativity.