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<p>About the author ix</p> <p>Acknowledgements xi</p> <p>Introduction xiii</p> <p>1 Start at the beginning 1</p> <p>2 Raise the roof on your brand 37</p> <p>3 The changing face of branding 57</p> <p>4 The eight cylinders of marketing 95</p> <p>5 Think differently 117</p> <p>6 Final thoughts 127</p> <p>Further reading 139</p> <p>Index 141</p>

<b>Gary Bertwistle,</b>  Australia's most creative and innovative thinker, has helped hundreds of businesses become geniune brands. Gary is renowned for his simple and easygoing style, and passion in helping people to think differently about their life, family, business and Mojo.

<p><b>Great wisdom, simply told by one of Australia's branding gurus. Clever yet practical solutions to building any business through marketing.</b></p> <p><b>Siimon Reynolds, co-founder of Photon Group, Australia's largest marketing services company</b></p> <p>While most companies claim to have a brand, only a few make an authentic connection with customers or clients. The rest simply have a logo that gets slapped onto the side of a truck or onto a shirt. Today it's brands that will thrive and survive, and to build a brand, you need to create the right vibe around your business.</p> <p>In <b>The Vibe</b> Gary Bertwistle shares his secrets, stripping away the jargon and highlighting the essential thinking required before you spend time, money and energy on promotion and advertising. Whether you're a commercial, industrial, retail or service company, this book gives you the tools to create a powerful brand in the minds of your customers.</p> <p>Easy to understand, practical and relevant for businesses of all sizes, with real examples of Australian businesses - <b>The Vibe</b> is what every brand needs!</p>

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