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Myths of Branding : Dispel the Misconceptions and Become a Brand Expert Subclass_PRIMARY WORKBOOK It is the first fullMyths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right these myths are all surprisingly entrenched,