Innovative approaches to selling products and services are the heartbeat of any business venture, and branding is the aspect of marketing that focuses on influencing prospects to believe that your products and services are the only ones that provide a solution to their problems. The authors, Ken Banks and Robyn Winters, whose experience spans more than 30 years, combine their expertise of brand strategy development and marketing communication to artfully merge the concept of branding with the brain's four Buying Styles. Together, they culminate in an original branding approach known as...