A riveting new approach to brand leadership The term "brand" originates from the need to stamp one's character on a product, a physical object: something that makes it easier for customers to recognize it. But today, where services count for more than 70%, the lack of any physical dimension makes the actual service difficult to brand. With the change from physical brands to service brands, people have become a lot more important. Hard work and conscious leadership create engaged customers and employees. Not luck. This book is for a new kind of brand leadership. It's for investors, founders, and corporate leaders who understand the importance of "speaking" the brand to everyone they meet, internally and externally, authentically and powerfully. This is achieved through purpose. Learn how to create and implement purpose in your organization. This book shows you how.