Kilcullen, John. <br/><br/>
How to build a brand  [videorecording] / 
John Kilcullen. 
 - Mill Valley, CA :  Kantola Productions,  c2000. 
 - 1 x DVD ;  49 mins. 
 - Stanford executive briefings .
<br/><br/> 1 x DVD. 
<br/><br/> Program Highlights. Avoiding the temptations to dilute your message. Why "branding" is more than just a buzzword. A successful brand builds customer trust and loyalty by being easily identifiable and consistent in quality and presentation. John Kilcullen describes the strategies and tactics that took the For DummiesŪ brand from one obscure computer manual to a publishing empire that touches on a wide array of lifelong learning topicsbusiness, sports, art, wine, gardening, home improvement, and beyond. Kilcullen explains the reasons this brand enjoys such widespread recognition and unparalleled growth in its field. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing and Sales.