This lavishly-illustrated guide distills 25 years of agency experience into an entertaining step-by-step, low-cost approach to building a successful brand. This proven process is designed to help you launch a successful startup - whether you plan to walk dogs, solicit major donations, or build a tech company. The book was born out of hands-on agency work for Fortune 500 corporations, non-profits, and dozens of shoestring startups. You’ll discover why customers don’t respond to products and services, and why they connect to emotionally-engaging brands. By following the steps, you will build a credible Brand Story - a love relationship with customers, prospects, and donors that aligns your brand to their needs and desires.