Continuous Branding: For Service-Based Organisations Ambitious to Grow
by Craig Thatcher
Craig Thatcher’s book Continuous Branding is targeted at serviced-based organisations and gets back to the basics of why branding is an important strategic business development tool, not just a logo, and how understanding and managing it continuously delivers results.
He outlines the five principles that make up continuous branding and its link with an organisation’s corporate strategy, and uses many examples of successful organisations to illustrate the points he makes.
It’s a short but worthwhile and enjoyable read.