ABSTRACT
The author's entire career has been on the “sell side.” As such, he never had the “buy side” experience of his clients. The author would lead a brand building project and do so in a way that encouraged engagement and collaboration with his client team. But at the end of the day, the client had to take ownership of the brand platform and ensure it was effectively implemented long after the project was completed. The author decided to approach his clients and ask them to be interviewed for the book. His hope is that they would give the reader the “buy side” perspective to understand their view of the brand building process. Net, net, a wider, deeper overview of corporate brand building.
