From a marketing expert with nearly three decades of worldwide brand development experience working with some of today’s most recognizable and successful brands— including Dove, McDonald’s, and Vicks— comes a comprehensive and accessible guide to brand-building in today’s global marketplace.

Spark demystifies the process of building a brand in today’s increasingly competitive, crowded marketplace. Written by marketing expert Paddy Rangappa, who has worked with some of the most successful global brands— including Dove, McDonald’s, and Vicks— this book provides a practical framework to help readers navigate the various stages of brand-building, including:

— How to cultivate insight to address a specific business challenge

— How to construct a full business plan around that challenge

— How to leverage a plan for revenue growth

Filled with case-studies of how successful global brands were established from the ground up and featuring brand strategies and tips for developing successful brand campaigns with ad agencies, Spark is a helpful and practical guide for any professional committed to growing and nurturing a powerful brand.