How to Build a Brand

Program Highlights

• The For Dummies® experience.
• Avoiding the temptations to dilute your message.
• Why "branding" is more than just a buzzword.

A successful brand builds customer trust and loyalty by being easily identifiable and consistent in quality and presentation. John Kilcullen describes the strategies and tactics that took the For Dummies® brand from one obscure computer manual to a publishing empire that touches on a wide array of lifelong learning topics—business, sports, art, wine, gardening, home improvement, and beyond. Kilcullen explains the reasons this brand enjoys such widespread recognition and unparalleled growth in its field.

John Kilcullen graduated magna cum laude with a BA in Communications from Fordham College in New York. Before joining IDG Books Worldwide, he spent nine years in various sales and marketing management positions at publishing industry leaders Prentice-Hall, the Bantam/Doubleday/Dell Publishing Group and computer book publisher Que. Mr. Kilcullen has been profiled in the Investor's Business Daily, The New York Times, People Magazine, and USA Today, and has been seen on CNBC and CNN.