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Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere.Brand Real is a business strategy guide for making a brand's promise stand up at every c...

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Two leading neuroscientists introduce the concepts of "cerebral plasticity" and the "regenerating brain, " describing what we know now about the processes through which the brain constantly reconstructs itself and the potential benefits this knowledge might have in addressing concerns for neurological, cognitive, and emotional health. The authors begin with a survey of the fundamental scientific developments that led to our current understandi...