inventive and common sense to branding in today's market
Reviewer: humphry from Aventura, FL USA
My biggest complaint on branding (and any marketing books) is the fact that many authors suggest very grand ideas with little back up or prescriptive methods of application. I have been unable to put this book down (and I bought 3 other brand-related titles at the same time--no such problem with those). The logic and organization of the book is easy to follow, and the techniques make sense. I find every section has a practical application to my company and work-related projects.
Of these applications, many I will apply to my work, and many others I will pass along to my company's upper management. Had I found Gobé's emotional branding first, there would be a need for fewer books in my branding library.
Useful, concise, and practical.