A new book from marketing communications agency Partners+Simons is a must-read for marketing professionals wanting to grow their brand and drive demand. The firm's Marketing Tool Chest: Developing Brand and Generating Demand in the New Era of Accountability is compiled from interviews with more than 100 top marketing officers from some of the nation's most successful companies.

According to the "Tool Chest," the top three steps to differentiate yourself from your competition are:

• Identify your best prospects. For example, are you targeting Gen-X first-time buyers or move-down empty-nesters?
• Understand their unmet needs. Are other home builders in your area missing the boat when it comes to providing enough storage, opportunities for outdoor living, or architectural features?
• See yourself from their vantage point. Have you talked to past customers, conducted post move-in surveys and focus groups? What are your prospects really thinking and feeling?

For a free copy of the tool chest, order it from the Web site at www.partnersandsimons.com.