在商業社會幾乎每一家公司都在談論「品牌」概念，但是只有很少一部分人可以真正理解它和實踐它。這本書將一本一步一步教你如何去建立真正的品牌，和幫助你找到能夠在不同類型的市場中贏得主導地位的方法。

本書作者Bill Schley and Carl Nichols為消費者提供了一個很有特色的八周的練習，可以幫助任何一家公司創造一個好的企劃案，讓消費者真正瞭解和接受你們的產品和服務，從而建立起良好的品牌。書中提出的相似規律已經成功運用在福斯汽車公司等企業。

Robert Mankoff is the cartoon editor of the New Yorker, founder and president of The Cartoon Bank, and a wonderful cartoonist (with a lousy handicap). He has published collections of his own work and is editor of eight collections of New Yorker cartoons.

CARTOON PRINTS, T-shirts, original cartoon art, and more are available at www.catoonbank.com. FOR INFORMATION on commercial use of any cartoons from this book or from The New Yorker, please contact The Cartoon Bank at 800-897-TOON or www.cartoonbank.com.