"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." "Building the Brand-Driven Business shows how to recognize all of the touchpoints that affect the brand and how to take control of those touchpoints whether at pre-purchase, during the purchase, or post-purchase." "Filled with illustrative examples and case studies from many of the world's leading-brand companies, such as Eastman Kodak, Bell South, General Electric, Xerox and VISA. Building the Brand-Driven Business clearly demonstrates how to bring a brand to life and increase the bottom line."--Jacket.