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in an Entertaining Two-Hour Read You'll Learn * the New Definition of Brand * the Five Essential Disciplines of Brand-Building * How Branding is Changing the Dynamics of Competition * the Three Most Powerful Questions to Ask About Any Brand * Why Collaboration is the Key to Brand-Building * How Design Determines a Customer's Experience * How to Test Brand Concepts Quickly and Cheaply * the Importance of Managing Brands From the Inside * 220-Word Brand Glossary
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