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This review is from: Branding Iron (Hardcover)
Despite the title, this is really a book about management, especially executive leadership. One of the authors is an experienced auto industry executive who is following the example of people like Lee Iacocca who felt that their management insights needed to be shared with the world in a book. Charlie Hughes chose to hide his management insights behind the façade of a more interesting topic, product branding, apparently to promote his consulting business. To justify this pretense he proposes that corporate culture is a key part of branding and that corporate culture is created and guided by top management.
The content and structure of the book violate its own main message; that a brand needs to be clear and focused. This book could have been an interesting story of what one person learned in an interesting career with a number of major companies in the auto industry. Jim Wangers did that in his book Glory Days. It could have been an analysis of well known branding successes and failures in the auto industry over the last 50 years. That's what I thought I was buying. It could have been a straight forward book on management, focusing on corporate culture. Instead it is a muddled mishmash of all three.
The book does include a few stories of life in the executive suites of Land Rover, Porsche, and Mazda. It concludes with some good advice for Ford and GM on how to manage their brands, though it has been overtaken by recent events in the industry. Overall it was not worth the time or money.