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Reviewed by Joshua Soule for Readers' Favorite
"During 20 years as a brand strategy consultant, I have shepherded businesses and organizations of all types and sizes through the process of identifying what makes their brand like no one else’s.” Scott Hauman, an expert in the field, articulately explains his 6-Layer framework for establishing your brand in his book, Brand Stance. As Hauman describes, “If you construct each layer right, the result is a strong “stance” that will allow you to withstand marketplace winds, pressures and distractions.” It becomes clear that the foundational efforts are key to success in building your brand. That foundation becomes the filter through which you run all decisions before they are put into action. Hauman holds that whether you are a Fortune 500 company or a small, family-owned business, a bad incident on social media can be destructive to your business. Purposeful brands, however, help shift the focus from the “tangible” to the “intangible”, as Hauman explains. This provides the potential to significantly outperform your competitors and help your business thrive.
As an MBA graduate myself, I found the information in Brand Stance to be both relevant and modern; expert advice to current and potential business owners. Hauman does an excellent job of explaining advanced concepts in a manner that is easy to read and understand. All six layers of Hauman’s framework are thoroughly described in a user-friendly, visually appealing format. All ideas are supported with facts and experience from Hauman’s years in the field with several prestigious companies and are even supported with case studies of real companies, such as Zomedica. I applaud Scott Hauman for his well written, well-founded framework, and I encourage all current and future business owners to read Brand Stance.