THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"-a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn: * the new definition of brand * the five essential disciplines of brand-building * how branding is changing the dynamics of competition *...

Learning a language and being able to speak it do not go hand in hand. This book provides both structured activities to get students speaking and ideas for developing confidence in using English outside the classroom. Essentially, this book:examines the different approaches and activities that can be used for teaching and testing speaking.

covers areas of speech such as articulation, fluency and register. looks at classroom approaches such as drilling, discussions, drama, dialogues and conver...