This "how-to" branding book's premise is simple, yet powerful: Become a minor celebrity in your field of expertise, and you'll get more business than you can handle. Small-business owners, especially those whose firms are intrinsically linked to their name and personal reputation, will find this book helpful. Seasoned PR pros, though, may find it too basic.
Van Yoder, a slightly famous journalist and communications consultant, starts by discussing marketing basics, such as positioning, differentiation, and niche strategies. He then moves to ...