Building a dynamic brand is the core driver for the most successful long term growth businesses. Both Richard and Mike are extraordinary marketers who have built major international brands and contributed to the success of a wide array of leading companies. This book captures their strategic insights and is a tremendous, thought-provoking work that will help all of its readers to build stronger brands for the future.
Bill Atchinson, General Manager,
Celestial Seasonings |
This book will help both clients and agencies significantly improve the impact of advertising, taking it from ordinary to great. These approaches have helped me in many situations.
Jerry Noonan, Senior Vice President, Marketing and Product Development, Polaroid Corporation |
From concept development to creative execution, Creating Brand Loyalty is a valuable and practical tool for producing powerful advertising.
W. Leo Kiely III, President,
Coors Brewing Company |
One of the most important pieces of work one ever undertakes as guardian of a brand is positioning. Richard and Mike have developed a straightforward, common sense approach to positioning which results in building a brand that has a real competitive advantage. A worthwhile read for anyone committed to creating brand greatness.
Nannette Gardetto, Executive Vice President Gardetto's |
In Creating Brand Loyalty, Czerniawski and Maloney provide marketers with invaluable advice for building strong, enduring brands. They also show you how to develop and nurture successful client-agency relationships.
Joseph Doyle, President/CEO
BGMHealth communications |
Creating Brand Loyalty addresses the most important issue in a marketer's lifebrand positioning. The concept of Power Positioning is the link to great advertising. Improved brand power can only result through the application of disciplines presented in this book.
Frank A. Sajovic, Executive Vice President, Marketing
Pharmavite Corporation |
The primary responsibility of a marketer is the building and development of the brand. It's a company's most important asset. Richard and Mike share a lifetime of knowledge, demonstrating how to do it with excellence. Their book is a must read for anyone interested in building the value of his or her company.
Dave Ellis, General Manager,
Xerox Corporation |
It is refreshing to see a book about marketing that has practical application and is written by individuals who have "been there, done that". If you are interested in a book that provides practical marketing advice with a process and tools to execute it with excellence, Creating Brand Loyalty is a must read.
Shelley Spencer, Vice President, Global Category Director, OTC,
Bristol-Myers Squibb Company |
Richard and Mike's book is the perfect roadmap for developing the "Power" Brand Positioning and bringing it to life in the marketplace.
Ellen S. Hoenig, Vice President, Consumer Marketing U.S. Pharmaceutical Group,
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