"Today's customers face a dizzying array of choices, whether they're buying a car, choosing a school, or contributing to a charity. As a result, brand is often the critical differentiating factor in a customer's decision-making process. - Yet for most companies, there is a yawning gap between how the brand is viewed within the company - and how it is perceived out in the world. - "Marketing veteran Mike Moser argues that the problem isn't that executives don't "get" their brand. - It's that they don't know how to funnel that knowledge into a form that is easily communicated and understood by every person - whether employee, partner, customer, or investor - who comes in contact with it. - "In United We Brand, Moser unveils a hands-on tool he has developed 2over the course of two decades of branding experience with organizations ranging from brand giants like Reebok and Dell Computers to fledgling startups to nonprofit firms. - The "Brand Roadmap" puts insights and strategies once available only through top-flight consulting and advertising agencies in the hands of every executive, small business owner, and entrepreneur."--BOOK JACKET