I did not plan to write this book. This book is a wonderful and exciting book to read. I purposely try to retain look and feel of some of my seminar slides so you can refer to it over and over again. This book is only about one thing: branding…an obsession with branding. And this book is about brands, everything about brands and is only about brands. Period. In this economy that is rules by ideas, the only sustainable form of leadership is brand leadership. That puts a real premium on brand strategy. Is there a difference between a “business strategy” and a “brand strategy”? And who is in charge of brand strategy these days – senior corporate executives or people who are close to the brands and the customers? A robust branding strategy needs to include the development of brand vision, brand promise, brand identity, brand positioning statement, brand architecture, and image/theme testing, all to be validated by quantitative and qualitative market research. These techniques are used by the world’s most successful and valuable brands. This book is written and designed not only to be read, but to inspire, to act as a reminder, a tool kit and a must have reference on every brand manager’s desk. Simply the Best Insights You Can Find on Branding and More…. Click on the images below to see sample pages