An entrepreneur teaches branding in concrete terms. His name is Christopher Goff, someone international bestselling author Raymond Aaron calls an entrepreneurial powerhouse, whose metaphor for branding is simply brilliant. But Chris doesn't just discuss branding. He also illustrates the five pillars on which every business is built, and creates a blueprint for starting your own company. This book is about what it really takes to launch and maintain a successful brand in today's world, and covers topics like customer avatars, brand design and communication, innovation as a constant, and Chris Goff's formula for entrepreneurial success. Chris is the real deal, and learning his coffee cup analogy is something you owe to yourself.