The Case for B2B Branding: Pulling Away from the Business-to-Business Pack
This is one amazing book. Easy to read, easy to digest and easy to implement, it's loaded with insights, novel ideas, breakthrough recommendations and 20 inspiring cases to help CEOs, CFOs and CMOs develop and launch transformational marketing programs."An insightful, practical, step-by-step approach to building stronger, more valuable, more market-relevant brands.  This book is a joy to read.  It's focused on business-to-business branding- where insights are truly rare.  It's practical and simple.  In that there's great strength - follow Bob's steps and you will build a stronger, more valuable brand - and see the results: stronger relationships with customers, products that command premium prices, markets that expect you to be the value leader - and understand your promise.