Building Billion Dollar Brands

Better Branding, Better Benefits


Marketing techniques, retailers, and distribution channels have changed dramatically

since authors RICK CESARI and BARB WESTFIELD started in the business of brand

building and direct response advertising twenty-five-plus years ago, and they will

continue to change, but over their combined years of experience, Rick and Barb have

found that five key strategies have remained constant:


1 Utilizing your “unique

selling proposition,”

or USP;


2 Creating a name and

market position for your

product or business;


3 Under-promising and

over-delivering;


4 Listening to your customers to develop

world-class customer service and powerful

testimonials that will sell for you 24/7, and


5 Direct branding selling―the

best way to brand for most

small businesses and startups.


In this book, Rick and Barb will expand on these simple brand-building keys and show you

how they built brands like GoPro, the George Foreman Grill, Sonicare, and others using

these keys, and how you, too, can put them to use immediately in your business or new

product launch.