ABSTRACT
Academic institutions want students to develop an array of skills that will be highly valued in the marketplace. Active Listening is a highly valuable skill. A few of the skills are discussed as they all relate to successful brand building. The brand building process was developed by inductive reasoning. Deductive reasoning was applied to test the theory via evidence from the brand building with the clients. The brand building process goes through stages and steps which, taken in concert, solve the problem of creating a brand proposition that will: create Unique Advantage, be competitively insulated, and drive growth over long periods of time. The process is designed to avoid the “poke and hope” approach to brand building. Particularly when creating a new brand effectively puts people in the “hit” business — and most new initiatives fail.
