Industry expert Kevin Moehlenkamp believes that in every company is a Craveable Brand that will capture the hearts and minds of customers and drive exponential growth. Drawing on his work as an ad agency journeyman for the likes of Dunkin', HBO, Microsoft, and Chili's, Kevin shares a series of plain-spoken guideposts and case studies that serve as the manifesto for breakthrough branding. Executives are often led astray by today's diluted and confusing definitions of "brand," thereby missing out on the transformational effects of true, effective branding. Garrand Moehlenkamp empowers industry professionals to find the hearts and voices of their companies and bake an enduring brand into every decision. Kevin puts brand power back into growing companies, arming them with straightforward and first-hand knowledge of what a brand truly is and how it can enable them to challenge and ultimately outperform the Goliaths of their day.