Brand It Yourself

the long version

Brand It Yourself is about getting a handle on your brand fast—without getting bogged down by research data, focus groups, or company politics.Lynn Altman believes that branding should be an energizing, exciting process. Unfortunately, too many companies turn it into a complicated grind while burying their commonsense instincts about how to connect with their customers.Altman and her partner developed a unique process for positioning and promoting any brand quickly, simply, and powerfully. She teaches her clients that they already have all the creativity they need—if they can just learn to overcome the paralysis that often afflicts marketing departments.In Brand It Yourself, Altman shares her experiences helping companies such as Microsoft, Johnson & Johnson, Merrill Lynch, General Mills, and Verizon develop new products, services, and brand campaigns. She includes case studies of how brands like Folgers and Aquafina found just the right message for a new brand.Winning the hearts and minds of the consumer is not as daunting or expensive as you might think. With hard work, common sense, and the powerful techniques in Brand It Yourself, your company can develop better branding ideas with less stress and wasted time.