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Brand strategy expert and Fortune 500 consultant Duane Knapp presents his secret formula for becoming a brand that delivers on its promise, showing how to make the right promise, how to keep it-and how fulfilling that promise will turn any business into one that people will admire, trust, and support for years to come.Knapp explains the steps for finding and forming a solid promise, and shows how to implement three key principles that ensure business success. First-hand case studies and compelling interviews of successful business leaders illustrate how to put these strategies into action.