Top critical review
4 people found this helpful
Some good content in the first few chapters... but then loses its structure
on February 23, 2013
Ideally I would like to give this book 3.5 stars.
If you're new to branding and marketing in general then you'll find this book lays a good broad foundation.
However, the problem I had with this book is it wasn't very structured. The beginning few chapters admittedly contained some good value. But as the book progressed it quickly turned into a number of vaguely outlined tactics lacking any real substance.
Once again, if you're new to marketing in general then the brief treatment of each tactic might be just the intro that you'd be able to quickly digest.
Personally I would've preferred to have seen this book stay 'on point' and focus solely on branding solid principles, and then go into real depth... instead of trying to cover too much territory by crossing over into tactical marketing execution.