After completing this module, you will understand the following:

• Emotions versus logic
• Why 'any old editor' is a weak message
• The size of the market
• Show, don’t tell
• The decision not to get in touch
• Building a brand identity
• Why you should bother #1: Retaining control
• Why you should bother #2: Making life easier
• Why you should bother #3: Brand stickiness