Inc.

“In the early days of Starbucks, the company leaned heavily on branding to sell its product and opened an average of one new shop annually. Fast-forward 16 years and Starbucks was opening 1,350 shops per year. That’s because they ditched their reliance on traditional branding and embraced the agenda of becoming customers’ ‘Third Place.’” This agenda-setting is what Stan Bernard identifies as the Transcender System — a new approach to business that ditches traditional branding for something that will help companies triumph. Likening the approach to a political campaign, Brands Don’t Win will show you how to change the game — and trounce all comers.”

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