Oftentimes, many business owners, C-suite professionals, and even marketers can't fully grasp the breadth and depth of branding and how it ties to business strategy. While successful branding does require an eye-catching logo and a clever catchphrase, branding is much more than that. When you start with the fundamentals, you'll understand its power to transform a brand into a household name.

Key Takeaways:

• Build strong emotional connections with customers by understanding their wants, needs, desires, hopes, and dreams.
   
• Satisfy the functional, emotional, and self-expressive benefits of your customers.
   
• Ask yourself these three questions before you create and define your brand strategy.
   
• Target the customer who is most highly predictive of your brand’s success.
   
• Inspire feelings in your customers across every interaction with your brand.

Building Your Brand's Path to Irrational Loyalty will give you the guidance you need to create marketing that sells.