Business owners are under constant pressure to compete. Intuitively, they know that differentiation is a competitive advantage. You can't sell the same product in the same way and expect to unseat the industry leader. Instead, you have to be different. You have to carve a new niche, breaking new ground where you are in the best position to compete. But when it comes to marketing, the tendency is to fall back on the same old strategies and tactics that everyone else in the space is using. These approaches aren't necessarily bad, but they tend to position you to compete head-on with more established competitors who have the first-mover advantage and may even be in a position to simply outspend you. The Innovative Brand gives you a step-by-step process for leveling the playing field. Learn how to build on the foundation of marketing best practices while at the same time creating your own marketing niche, a "side door" that is less crowded by competitors and gives you a more impactful way to connect with your target audiences. This book gives you a blueprint for applying marketing theory in a practical, methodical way, guiding your team through the brainstorming process, through testing, and through execution. Praise for Marshal D. Carper: "Marshal has worked directly with me as my communication director and has been invaluable in keeping my priorities and productivity on track for the last several years. He is diligent, has a strong work ethic, and is always able to deliver with speed and accuracy what ever is needed in really connecting my message to our audience. I strongly recommend Marshal as a great partner and an even more outstanding human being." -Dr. Wayne Scott Andersen (Dr. A), NYT Bestselling Health Author "Marshal has a natural instinct for marketing. As a marketing professional myself, I know how hard it is to come up with marketing strategies for a growing business. I'm constantly amazed at the 'out of the box' ideas Marshal creates for businesses based on current trends and factual data." -Meesha Gerhart, Owner, RedTree Web Design "Marshal has been a tremendous asset and true partner in getting my company off the ground...There was never a meeting with him where I didn't have an 'aha' moment, or left feeling I had learned something critical to further our connections with potential customers and ultimately boost sales." -Angela Lanahan, Owner & Designer, Chocolate Milke "Marshal has helped us accomplish every goal we have set in front of him. I have learned more about marketing by working with Marshal for the last 6 months than I did in the last 4 years. He really understands how marketing works today." -Nelson Puentes, Owner, Inverted Gear