Reviewer: Rolf Dobelli from Switzerland
David A. Aaker and Erich Joachimsthaler flex their marketing muscles in this exhaustive treatise on global brand creation. But although the authors clearly know an enormous amount about building the perfect branding campaign, their book suffers from a patina of academia that makes it read like a textbook. The book has a multitude of marketing insights to offer and it cites plenty of real-life business examples, so we at getAbstract think you'll gain much by sticking with it if you are in marketing or public relations. But the next time the authors expound on their methods for making products memorable, accessible and likeable, we hope they spare a tender thought for their own worthy book.