Scratch

We no longer live in a world where fragmented, intrusive, marketing-only brands win. Today's empowered consumers and demanding work forces expect brands to work harder, inside and out, to compete, survive and thrive.Scratch: How to build a potent modern brand from the inside out is designed to help you scratch everything you thought you knew about marketing and business-to see your brand with fresh eyes. Unlike most books, this one's interactive. Tag it, dog-ear it, write in it with permanent marker, throw it against the wall.But get ready. Quite possibly the most important work you'll ever do, this book could change everything.