{"product_id":"brand-is-a-four-letter-word-isbn-9781599323275","title":"BRAND is a four letter word","description":"In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with “branding” and instead focus on the real work of marketing: positioning. In fact, McGhie believes there’s no marketing problem or opportunity that can’t be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer’s stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand.\u003cbr\u003e\u003cbr\u003e Drawing on his 30-year career working with some of world’s best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.","brand":"Advantage Books","offers":[{"title":"Default Title","offer_id":48682692608229,"sku":"NP9781599323275","price":25.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/O_87e92acf-3694-4e40-ae46-5e59cdfc20cb.jpg?v=1775168503","url":"https:\/\/k12savings.com\/products\/brand-is-a-four-letter-word-isbn-9781599323275","provider":"K12savings","version":"1.0","type":"link"}