It was an inspiring read from start to finish. If you are building your brand or attempting to resurrect one, the examples here will engage you to think about your values as well as those of your customers. Most importantly, it provides a canvas upon which you can begin to think strategically about stepping outside of the box and creatively engaging your customers so they feel compelled to talk about your brand, to recruit others to your brand, and even to lose friends for your brand. That is passion! I purchased two additional copies for friends and anytime I talk to another entrepreneur about branding/marketing, I'll point them here first.