The breakaway brand

"Drawing from their experiences at Arnold Worldwide, one of the leading and most innovative advertising agencies in the business, branding experts Francis Kelly and Barry Silverstein reveal what it takes to create a breakaway brand and how today's great brands execute breakaway campaigns, packaging, and promotion. You'll get an inside look at such phenomenally successful brands as Apple, Nike, Volkswagen, JetBlue, Starbucks, and many others, and you'll find out how you can apply their breakaway strategies in your own organization."--Jacket.