Branding expert Arthur Bender, with over 30,000 books sold, defends in new title that you need to find a greater meaning for brands than the business they represent. For the author, one must be attentive to the meaning of the brand – its purpose, its greatest cause, because this will make a huge difference in its success or failure.
Bender considers it essential to involve passion in absolutely everything that is done. Author of the best-selling Personal Branding – Building Your Personal Brand, also by Integrare Publisher, Bender regrets that today, most human beings do not know exactly what they are looking for in life – they just follow life as it presents itself. In the opposite direction, a privileged minority has clarity of what they seek: “they are people who live with an infectious glow of passion in their eyes and who find in life a meaning that goes beyond the profession”.
“The book’s goal is to shake you as a person manager, brand manager or as a marketing and business professional. It is to swing the tedious gray of your company's meeting room and question sacred paradigms of people management and brand competition. In the book I rescue the idea of meaning at the center of the value generation strategy for brands. I support the idea that a unique position – which is vital not only for survival but for prosperity, will depend increasingly on the consequence of finding for brands A SIGNIFICATE MORE THAN THE OWN BUSINESS THEY REPRESENT”Arthur Bender
