Includes bibliographical references and index.

The long-term brand philosophyA brand's DNA and the missing 5 per cent; The go-to-market propositions; A real-world example; In conclusion; Notes; 07 The 3Ps of brandphilosophy:Purpose, principlesand personality; On purpose; Can you have only one purpose?; Purpose, vision and mission; On principle; Personality; When more can be less; In conclusion; Notes; 08 Going tomarket: Brandpropositions; How would you sell a rainbow?; Going to market; Single-minded propositions; Powerful propositions; The same but different; Propositions come and go; What makes a good proposition?

Many marketers spend their days continually reducing brand positioning into single sentences to answer questions such as 'What is the brand message?' or 'What is the USP?' This tendency to perpetually condense and simplify is a carry-over from a long-gone era when products and services remained static, and changes in platforms happened much more slowly. Today, however, the reality is that brands are infinitely more complex, and span territories, consumer groups and categories. Therefore, to boil a branding message down into a single sentence or USP severely limits a brand's potential scope. After all, a brand is like a person, and a person could never be accurately described in a single sentence.