"Before you start your business, before you spend a dime on marketing or hire another brand strategist, you need to consider something: You don't have a brand. Everyone from aspiring entrepreneurs to seasoned business titans believes in the power of branding. But the truth is, most businesses, nonprofits, charities, and social movements aren't brands. They are tattoos. Unlike market-driven brands, tattoos are mission-driven. And if you have a tattoo, approaching marketing from a brand mindset will prove --inevitably -- unsuccessful. Drawing upon research, psychology, and decades of experience, Tattoos, Not Brands: An Entrepreneur's Guide to Smart Marketing and Business Building offers an innovative approach to marketing. It includes simple steps to prepare for success and identify the approach to marketing that will best work for you and your vision."--From Amazon.com.