In "Building the Brand-Driven Business", authors Scott M. Davis and Michael Dunn - two of the nation's foremost experts on brands - map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job.

Foreword by: David A. Aaker