"Branding Your Business is a superb book pitched perfectly at those looking to understand what branding is about and how it can help boost their business. Hammond guides the reader gently through the latest thinking in branding, including the vital role played by emotions and the senses in purchase decisions. Well written, clearly structured and packed full of sound advice, Hammond has produced an outstanding and intelligent guide to branding in the 21st century." * Roderick E Wilkes, Chief Executive, Chartered Institute of Marketing * "A brand is more than a name. It is the beginning of a lifetime dialogue between brand and consumer. The challenge has always been to launch and sustain a unique brand conversation - a dialogue so engaging that it renders the brand unforgettable. In Branding Your Business, James Hammond describes beautifully how to meet and overcome this fundamental challenge." * Martin Lindstrom, author of Brandwashed and Buyology * "Few of us give enough consideration to the amount of detailed thought that needs to go into building a convincing brand. James' comprehensive book explains the what, why and how of branding in a thought-provoking and entertaining way. This book is a one-stop-shop for entrepreneurs and business managers who want to understand and develop powerful brands." * Beth Rogers, Senior Lecturer in Sales and Marketing, Portsmouth Business School *