Quinlan Case Study BRAND POWER AND CREATIVE CONTROL Building Brand Awareness Diff erentiation is key for any marketing consul- tant trying to set themselves apart from the masses, and so is branding. When Mary Lou Quinlan started a marketing consulting fi rm dedicated to understanding the triggers that make women buy products and believe in brands, she knew the best way to set herself apart from her competition and build a brand of her own was to publish a book. “My goal was to expose our knowledge, create brand awareness, and gain media attention—all of which would fuel my consulting business and help me secure speaking engagements.” In 2003, Quinlan released her fi rst book, Just Ask a Woman: Cracking the Code of What Women Want and How  ey Buy. When asked what eff ect t

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