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The development of a strong brand is essential to the day to day running and long-term success of any business. But how do you go about successfully positioning your brand in the marketplace and the mind of the consumer? In this book you will find the answer! Brand Causality is a process that will guide you through a series of simple formative questions that will in turn allow you to define critical core concepts about your brand. What business is your brand in, who are your key customers or clients, what is it they want from your brand? Guiding you to your brands internal beliefs, purpose, and personality. The process outlined in this book relies on causality. The formative questions lead you to the core concepts which in turn lead you to defining brand concepts: your brand story and your brand essence. Brand Causality is for anyone who wants to build a strong brand and understand the process and the expression of brand positioning. The purpose behind the book is to reveal the often guarded and secretive world of brand consultancy. Guiding business owners, corporate executives, marketing and advertising professionals and students through a process, resulting in strategically strong and engaging brands. Craig Hunter has worked in advertising, research and marketing consultancy for 20 years across the globe. Originally working in London, he now lives in Australia where he runs his own consultancy (blacksheepgroup.com.au).
