Better Branding, Better Benefits Marketing techniques, retailers, and distribution channels have changed dramatically since authors RICK CESARI and BARB WESTFIELD started in the business of brand building and direct response advertising twenty-five-plus years ago, and they will continue to change, but over their combined years of experience, Rick and Barb have found that five key strategies have remained constant: 1 Utilizing your "unique selling proposition,"or USP; 2 Creating a name and market position for your product or business; 3 Under-promising and over-delivering; 4 Listening to your customers to develop world-class customer service and powerful testimonials that will sell for you 24/7, and 5 Direct branding selling―the best way to brand for most small businesses and startups. In this book, Rick and Barb will expand on these simple brand-building keys and show you how they built brands like GoPro, the George Foreman Grill, Sonicare, and others using these keys, and how you, too, can put them to use immediately in your business or new product launch. "Discipline, data and determination; Rick and Barb have synthesized thirty years of success building extraordinary household brands into a concise blueprint that every serious brand entrepreneur should be using." James Thomson, PhD ., former head, Amazon Services, Co-founder Prosper Show "With what Rick and Barb outline in this powerful resource, you can immediately enhance the branding of your own business or products, compete against the "big guys" and do it a lot more profitable" Dustin Matthews, Chief Wealth Evangelist, WealthFit.com "During my time as CEO of Salton Inc. the company grew from $8 million to $1.4 Billion. Barb Westfield and Rick Cesari were key members of the team that made this happen. This book will provide the necessary guideposts you need to succeed in the new retail market we face today." Leon Dreimann, CEO Greystone Brands, Inc. "If you are just launching a new product or already have an existing product and want to generate more sales, then you should read this book and listen to what Rick and Barb say" Dr. Jeremy Weisz, Founder, Inspired Insider and co-founder, Rise25 "If you want to be a successful marketer, buy this book. Barb and Rick's extraordinary track records of successfully building brands speak for itself" Maria Kalligeros, Kalligeros Communications Better Branding, Better Benefits Marketing techniques, retailers, and distribution channels have changed dramatically since authors RICK CESARI and BARB WESTFIELD started in the business of brand building and direct response advertising twenty-five-plus years ago, and they will continue to change, but over their combined years of experience, Rick and Barb have found that five key strategies have remained constant: 1 Utilizing your “unique selling proposition,” or USP; 2 Creating a name and market position for your product or business; 3 Under-promising and over-delivering; 4 Listening to your customers to develop world-class customer service and powerful testimonials that will sell for you 24/7, and 5 Direct branding selling―the best way to brand for most small businesses and startups. In this book, Rick and Barb will expand on these simple brand-building keys and show you how they built brands like GoPro, the George Foreman Grill, Sonicare, and others using these keys, and how you, too, can put them to use immediately in your business or new product launch. RICK CESARI has been a pioneer in the direct response advertising industry since the early ’90s, using brand response strategies to build iconic brands from scratch such as Juiceman, Sonicare, The George Foreman Grill, OxiClean, and many others. BARB WESTFIELD founded Westfield Market Makers in 2010 to provide private consulting to consumer products companies. From dynamic, ground breaking prestige beauty tools to iOT products, Barb works exclusively on new market verticals to germinate startups in product categories which are disruptive, innovative, and groundbreaking.