Unique now... or never

Jesper Kunde is a name you can expect to see on the global business advisors'' marquee for a long time to come.The outspoken Danish marketing phenomenon is more in touch with exactly what it will take to create an energetic, encompassing, exciting, provocative, profitable and sustainable value proposition. His message to managers is ''tough love"'. This book is not for the faint of heart. It is not for you unless you are ready to shed decades of marketing ''wisdom'' and painstakingly build - in the spirit of Nike, Virgin, Nokia - your essential value proposition. It is not for you unless you are prepared to organize your entire company into a focused system that supports and exudes the essence of who you are and why what you offer to the world matters.This book will help you to achieve: unique brand value; value positioning, a brand system; a brand value chain; brand relations management; the leader role in the market