Future Demand

Foreword: This is a book for the founders and leadership teams of start-up and scale-up companies

Chapter 1: How to prevent your rocket falling from the sky

Chapter 2: The hard business case for brand

Chapter 3: What is a brand?

Chapter 4: The commercial power of emotional connection

Chapter 5: How to design a great brand

Chapter 6: Brand-building at different life stages

Chapter 7: How to build a great brand

Afterword