New Book Examines Best Practices For Building Brand Across Industries

New York, Nov. 20, 2014 (GLOBE NEWSWIRE) -- The Brand Challenge, an anthology on branding across various industries, was published this month by Kogan Page. Featuring original contributions from DeSantis Breindel, McKinsey & Co., and marketing professors at business schools in Europe and the U.S., continents, the book offers a comprehensive understanding of how to build successful brands using proven, sector-specific strategies.

As a resource for branding and marketing executives, The Brand Challenge examines the nuances of building brands in different industries and shares new approaches for leveraging brand to address today's business challenges. The world's leading brand experts provide insights and best practices from several sectors, including retail, non-profit, B2B, technology, and financial services.

"In our own experience working with clients across many B2B markets, we have seen that while each industry has its own unique approaches to branding, sometimes the best lessons come from outside your immediate space," said Howard Breindel, Co-CEO of DeSantis Breindel. "The idea of publishing insights from a broad range of industries side by side is not only original, but essential in a world defined by accelerated change."

DeSantis Breindel's contribution to The Brand Challenge focuses on technology branding. "There's branding and then there's technology branding," said Breindel. "While other industries face new competitors, technology companies face disruptors - companies that completely alter the competitive landscape and threaten the very survival of legacy players. As many technology categories become increasingly commoditized, it's all the more imperative that technology companies in these categories deploy the power of brand to remain competitive."

The Brand Challenge is available for purchase online.

About DeSantis Breindel
DeSantis Breindel is a B2B branding and marketing firm based in New York. At critical inflection points, we work with our clients to align brand and marketing strategy with business strategy - creating stories and experiences to engage customers, influence prospects, rally employees, inspire investors and build communities. Clients include Verifone, ePlus Technology, CIT, Deutsche Bank, CarePoint Health, Navigant, Absolute Software, BNY Mellon, Egon Zehnder, and Stephens. To learn more go to

CONTACT: Julie B. Brodsky

Source:DeSantis Breindel