
ABOUT THE BOOK
Brands are more than a logo, identity, or tagline. They are among the most valuable assets of your company. They also represent the promise you make to your customers. However, today we are faced with a condition that can only be described as brand monotony—consumers’ inability to distinguish between brands within practically any industry or category. If you were to remove your brand name from packaging, advertising or any other piece of marketing collateral—while leaving every other communication element in place—would consumers be able to identify it as your brand? In most cases, the answer is a resounding “no!”
The Indispensable Brand is your guide to crafting a brand strategy that rises above the noise and monotony in your industry. Supported by market research and illustrated through countless case studies, this book will show you everything you need to know in order to move your brands and business from indistinguishable to indispensable. Whether your business is B2B or B2C; large or small, product- or service-based, the principals put forward in The Indispensable Brand will help you build and maintain a portfolio of strong, profitable and enduring brands.
PRAISE FOR THE INDISPENSABLE BRAND
Tim Murphy
While the marketing landscape continues to change dramatically, the need for strong, differentiated brands remains constant. Mitch not only reminds us of this, but he also offers a clear road map for building powerful brands in today’s crowded, fast-paced, and digitally-driven marketplace.
Julie Fussner
The Indispensable Brand offers an exciting new approach to brand strategy, starting with a significant advancement in how to think about brand positioning—a concept not reexamined since before the internet existed. Every marketer, or more accurately, every business leader must read this book to have a chance to survive—and then thrive—in this demanding age of the customer.
Yvette Morrison
Mitch Duckler reminds me why I fell in love with marketing, including all the nuances of attempting to understand ever-evolving consumer dynamics and translating that into emerging needs and opportunities. This book is a great read whether you are new to marketing or a seasoned veteran.
Steven Dominguez
The Indispensable Brand is a great guide for anyone who wants practical examples on how successful brands are conceived and brought to life. For big and small brands, B2C and B2B, and both product- and service-based businesses, Mitch provides great insights, examples and suggestions for how to do this for your organization.
Ann Rubin
In his book, The Indispensable Brand, Duckler shows us, through numerous real-world examples, how to develop brand positioning in a way that is inherently more compelling and differentiated…This is an important read for anyone who is tasked with brand-building.
Adam Stotsky
In a world of short attention spans, skeptical consumers, insta-fads, and knock-offs, The Indispensable Brand offers the principles required to build brands and businesses that endure. Mitch’s firsthand experiences and strategic insights serve as a must-read for the modern-day CMO.
Todd Tillemans
In The Indispensable Brand, Mitch Duckler questions conventional wisdom around what it means to be meaningfully differentiated, and he urges brand leaders to reflect this unique positioning in every aspect of the brand experience. This is an important read I’d recommend for anyone charged with brand-building in today’s challenging business environment.
Rebecca Messina
In The Indispensable Brand, Mitch Duckler proposes a number of significant changes to the ways we view and manage brands that can help combat brand monotony and achieve the goal of building brands our consumers truly cannot live without.

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In The Indispensable Brand, Mitch Duckler provides a blueprint for marketers to build world-class brands customers truly cannot live without.
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About Mitch
Mitch Duckler is a leading global authority on brand-building. He has nearly 30 years of relevant brand and marketing strategy experience, working on some of the most respected and revered brands in the world.
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