Building the Brand-Driven Business : Operationalize Your Brand to Drive Profitable Growth

In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn-- two of the nation's foremost experts on brands-- map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.

<B>Scott M. Davis</B> is a managing partner at the Chicago office of Prophet, and a former marketing and distribution manager at Procter and Gamble. He is an adjunct professor at Northwestern University's Kellogg School of Management, a contributing editor to Brandweek, and an editorial board member of the Journal of Consumer Marketing. His work has been featured in such publications as the <I>Wall Street Journal, Fortune, </I>and <I>USA Today</I>. Davis is the author of <I>Brand Asset Management </I>(Jossey-Bass). <P> <br> <B>Michael Dunn</B> is president and CEO of Prophet. He has provided insights for clients such as AT&T, Williams-Sonoma, UBS, and BP. He has written articles for publications including Marketing News and has been featured in<I> Business Week, Business 2.0, </I>and <I>Brand Marketing Magazine</I>. Dunn has served as CEO for other high-growth services companies and currently sits on the board of RedEnvelope. <P>