A New Brand World

I have a limited tolerance for “business books” in general, and marketing books in particular – but this is an exception. It is admittedly rather too breezy, and prone to sloganeering  – but the author has real substantive experience as the advertising executive (in-house) responsible for (1) Nike’s “Just Do It” campaign, and (2) the break-out of the Starbucks brand into the true mass-market. His insights, while disorganized and of sometimes mixed quality, are generally useful, and his ideas about Brand – a premier Franchise Asset – influenced my thinking more than any other book on the subject I have read so far.

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