9 of 16 people found the following review helpful
2.0 out of 5 stars
Definitely not a "handbook", 22 Aug. 2008
I found the content of the book to be very poor, basic and superficial. The author simply touches upon the very basic of branding theory while he mentions nothing about the creative part of it. And suspiciously enough, he repeatedly stresses how important it is to hire consultants "to do the job".