Marketing expert Douglas Atkin has spent years re- searching both full-blown cults and companies that use cult-branding techniques. He interviewed countless cul

What does it really take to succeed in business today? In A New Brand World, Scott Bedbury, who helped make Nike and Starbucks two of the most successful brands

EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international best

Brand Bible is a comprehensive resource on brand design fundamentals.

Consumers are changing, and the businesses that form around them are principled, purposeful and creative. The next generation of entrepreneurs think differently