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Stanford CEO Forum

How to Build a Brand

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Stanford CEO Forum

Written by: John Kilcullen
Narrated by: John Kilcullen
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About this listen

 John Kilcullen, Chairman and CEO of IDG Books Worldwide, is an oxymoron; he is the brains behind the increasingly popular "For Dummies" series. These are the books that millions of people turn to to learn about everything from investing to the Internet. "For Dummies" is a powerful brand, but that didn't just happen overnight, it was carefully crafted. Listen as Kilcullen explains how to build a brand. He'll talk about branding, entrepreneurship, startups, and dynamic growth.(P) and ©1999 Stanford Alumni Association Marketing Marketing & Sales
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