In Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible, Gregory Diehl shares his knowledge on corporate branding. With a strong narrative, you will incite curiosity in strangers who would otherwise ignore your products. Step by step the audience is taken along the journey to a much better position a business model. Define your idea. Why should this exist? Define your target. Who needs this specifically? Define their needs. Why should they care? Define yourself. Why should they buy it from me? Groundwork, basic questions, and only then the communication tools needed to share your ideas with others. Your audience needs to be perceiving you on both explicit and implicit levels in order to avoid narrative incongruence in the perception of you. In the final part of this third edition, Diehl has an updated series of brand identity case studies to better help you understand how the principles of brand identity and communication can transform a business. Let's hear it from the mouths of other entrepreneurs. Refresh elevator pitches that were unchanged since ages, learn the importance of a high ethical standard, and the importance of relationships and collaboration. If you are not yet an entrepreneur, new terminology may be overwhelming. Diehl has an appendix with terms defined and offers his own consultancy. At brandidentitybreakthrough.com you can download a study guide and additional information. ( )