BRAND MEANS BOTTOM LINE IMPACT. Few business people understand what a real brand is, yet alone the true power behind it. One of the most commonly misunderstood business tools, a brand dramatically affects the bottom line financially, internal and external health of the company, and clear differentiation in a see of hungry competitors. David M. Flanagan breaks it down, providing a very clear and easy-to-understand process of creating (or re-creating) a razor-sharp brand. Serving as a RUDDER on your boat, without this deeper understanding, you float at the mercy of the wind, drifting wherever it may take you. Now, the control is in your hands.Clear and insightful, entertaining and refreshing, the lightbulb will suddenly CLICK ON, illuminating a whole new world of possibilities.