Is the dreaded "race to the bottom" an inevitability? Are prices ultimately squeezed to the near zero-point in every industry? Is today's proprietary product or service doomed to become tomorrow's commodity? Or is there still a way to add value, differentiate, and stay profitable even in a loyalty-free economy? If not, things don't look so bright. But if there is a way to put the brakes on the race to the bottom, then there is hope for a more rewarding--in every sense of that word--economic life. Fortunately, there are strategies and attitudes that leverage creativity, design, and aesthetics to create value and the well-deserved profits that accrue to that kind of visionary thinking.

About DavidHeitman: | David Heitman serves as president of The Creative Alliance, a public relations and branding firm in the Boulder, Colorado area. He also serves as the chief brand strategist for the firm's clients, and oversees the company’s public relations services. He is a speaker and author on topics including creativity theory, branding and media literacy. With degrees in history and theology, David dwells in the world of ideas, translating them into thoughtful marketing direction and brand strategies for the firm's clients.

Web site: http://www.thecreativealliance.com