An important new guide to 21st century marketing management, by top London marketing consultant Barnaby Wynter. Based on a unique trademarked branding development tool developed for Saab in 1985 and now used by over 470 brands worldwide.

In 1985 SAAB Automotive commissioned a large piece of research to establish how people bought motor cars. The resulting work led to the creation of The Brand Bucket(R), a six-step decision-making model that will turn potential customers into long term customers. Since then, this approach has been applied to over 470 businesses and organisations worldwide. In the last 10 years the author has enhanced this core methodology with a number of other working tools, bringing in all the elements of the New Media and interactive marketing techniques to create a unique marketing methodology for the 21st century approach to marketing. Every company is staring at its order book looking for ways to improve it. This book shows them how.