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Perspectives on Branding
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Table of Contents

Part One: Understanding the Brand. Part Two: Operationalizing the Brand. Part Three: Marketing the Brand. Part Four: Brand Evaluation and Evolution. Part Five: Just for Fun. Closing Remarks.

About the Author

Jay Miletsky is CEO and executive creative director of Mango(formerly PFS Marketwyse), a leading marketing communications agency in the New York metro area. His marketing work has included successful consultation and campaigns for companies including Hershey's, AmerisourceBergen, Emerson Electric, JVC, The Michael C. Fina Company, and more. Miletsky is a featured speaker for numerous companies and seminars as well as a guest lecturer for universities. He is the author of 10 books, including Perspectives on Marketing and Perspectives on Branding, and he blogs regularly at jaymiletsky.com and getperspectives.com. You can follow him on Twitter at http://twitter.com/jaymiletsky. Genevieve Smith was the chief marketing officer at Washington Mutual. Her broad responsibilities included brand management, advertising, customer optimization, e-commerce, line of business, and corporate marketing. Together with her marketing teams, Smith has earned numerous communications-industry awards, including the 2003 Cannes International Festival Silver Lion, the AMA Gold Effie, a Clio, and the AdWeek 1st Place Out of Home Award. Advertising Age magazine named her among the Top 50 Marketers of 2006, making Smith the only CMO of a bank to be included in the prestigious list.

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Part One: Understanding the Brand. Part Two: Operationalizing the Brand. Part Three: Marketing the Brand. Part Four: Brand Evaluation and Evolution. Part Five: Just for Fun. Closing Remarks.

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