TY  - BOOK
AU  - Stiff,Dan
TI  - Sell the brand first: how to sell your brand and create lasting customer loyalty
SN  - 0071470425 (hb)
U1  - 658.827 
PY  - 2006///
CY  - New York
PB  - McGraw-Hill
KW  - Branding (Marketing)
KW  - Customer relations
KW  - Customer loyalty
KW  - Brand name products
KW  - Brand language
KW  - Brand staircase
KW  - Selling brands
KW  - Brand culture
KW  - Consumer satisfaction
KW  - FMS
N1  - It's all about the brand -- The importance of brands -- Speaking brand language -- The core components of brand selling -- The buyer stair-step -- The brand staircase -- Challenges and opportunities -- Understanding the buyer and seller -- Mindsets -- Motives -- Migration -- Selling brands in the business-to-consumer setting -- The lifestyle connection -- Migrating the consumer to brand -- Selling brands in the business-to-business setting -- Differences in selling to the trade -- Migrating the trade buyer toward the brand -- Impact on company culture -- Building the branded culture
ER  -