"Today you can build powerful, enduring brands at amazingly low cost -- without expensive ad campaigns, huge marketing budgets, self-interested outside agencies

"Today you can build powerful, enduring brands at amazingly low cost -- without expensive ad campaigns, huge marketing budgets, self-interested outside agencies

How does one $690 ad and a billboard that never ran generate $2.34 million in media buzz? How does a small SoHo party for freaks make the cover of The New York

Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer l

THE POSITIONING "MISSING MANUAL"Since the publishing of Positioning, by Ries and Trout, Brand Positioning has become the most used concept in marketing. Without