Brand New Justice: The Upside of Global Branding (Hardcover)

Anholt is far from being an idealist though. This book is packed with case studies and examples to inspire entrepreneurs in the developing world to embrace the power of branding and use it to benefit someone other than New York-based day traders.

It should be shipped by the case load to those who really need it, not resold to the guilt-ridden executives of the Western world. An important book, Mr Anholt. Well done.

Simon Anholt has achieved this with this book. Brand New Justice acknowledges the critical climate in which worldwide marketing is now seen yet provides imaginative ideas for taking the idea of Branding and adapting it to serve the interests of the developing economies - rather than just lining the pockets of established corporates.

He does so with a remarkably accessible writing style articulating intelligent arguments without jargon or needless complexity.

Unlike so many dessicated texts on marketing, Anholt's book is also full of remarkable human tales of entreprenerial brands from places you wouldn't expect - from a Russian bank to an Indian perfumier taking Paris by storm. These stories could inspire anyone trying to develop brands against the odds, wherever they are in the world. Anholt has done his research in depth, and he presents a formidable argument with a lightness of touch that eludes many writers on this topic.

It's an unusual book because the writer is a marketing man who disassembles the workings of brands to show how developing countries can tap into brand planning for the good of local businesses as well as their national economies. He is not a ranting university professor on an ethical mission, nor is he an ex-UN official identifying pernicious globalisation conspiracies.

Furthermore, it does not preach unrealistic alternative practices to Western housewives, nor impractical policy changes to Western politicians. Rather, it offers relevant and workable advice to developing countries.

But there is still plenty of relevance to us in the West. The theme of the book should be of particular interest to the student of economic history and economic development, as well as to those genuinely wanting to understand or assist the developing nations, whether as politicians or businessmen.

It's also a good read for marketing men everywhere, because it provides historical and global context to our profession. And by suggesting that brand building can be a tool for resolving global economic injustice, it should make some of us at least, feel a little bit evangelistic in our chosen profession.