Ok, I've been in the marketing and branding biz for secular companies for nearly a decade before I began serving faith-based organizations. This is hands down the most foundational book on branding written exclusively for ministries. Phil was able to address one of the most critical areas of Christianity in our mass media culture and communicate how branding is key to a ministries success and its failures. If you are ministry leader, Pastor or media director-- don't bother with other books on branding-- you'll get the education you need to build from this book. I thoroughly enjoyed reading it and it has helped me communicate to our ministry clients. Thanks, Phil.