I'm not usually a fan of business books, colleagues have given me some in the past that have just seemed dull and talk utter pap. This one is different. I stumbled across Birddog (Scot's Agency) a couple of years ago and have enjoyed reading their pearls of wisdom and laughed out loud on many occasions - wishing I had the guts to commission them for some work. They have always appeared edgy, slightly barking, and it is great to see that Scot has carried through this personality into the book.
Personality is an important element of Scot's branding message. Scot doesn't rely on complex and theoretical models that are nonsense when applied in the real world, there doesn't even appear to be much science behind his methods. The main theme is to build a personality for your brand with the help of your customers and your colleagues.
Read it, enjoy it, laugh with it and then implement his ideas. If you are brave enough, you might end up with some adverts featuring a fat bloke with his head in a bowl of cornflakes.