Selling a product or service is easy when it operates as it should, is easy to buy and operate, and is backed by customer service--and many products may fall into this category. But branding is what relates your logo and name to perpetual high quality in the mind of a customer and keeps him coming back to you for a second purchase. In this chapter, the authors introduce basic branding strategy as well as warn of over-differentiation, which may make the advertising staff happier with a novel product to sell but may leave the customer unsatisfied, resulting in a loss of customer equity.
- 2005 HBS Press
Choosing a Book Format
EPUB is the standard publishing format used by many e-book readers including iBooks, Easy Reader, VoiceDream Reader, etc. This is the most popular and widely used format.
DAISY format is used by GoRead, Read2Go and most Kurzweil devices.
Audio (MP3) format is used by audio only devices, such as iPod.
Braille format is used by Braille output devices.
DAISY Audio format works on DAISY compatible players such as Victor Reader Stream.
Accessible Word format can be unzipped and opened in any tool that supports .docx files.