BOOK

Building Brandwidth

Sergio Zyman & Scott Miller, 1999

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“Brandwidth,” according to Sergio Zyman and Scott Miller, is a steeping brew of “brand awareness,” “brand meaning,” and “brand power” designed specifically for just one thing: making the sale in cyberspace. In Building Brandwidth, former Coca-Cola marketing chief Zyman and political and corporate strategist Miller present simple but solid rules for harnessing this mixture to really move merchandise online.

“This book can make the difference between tragedy and triumph in eCommerce.” – Warren Dennis, Distinguished Professor of Business Administration, Marshall School of Business, University of Southern California


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