Top positive review
9 people found this helpful
Contains a number of critical concepts
on 10 January 2010
I liked this book when it came out, and years later I still find myself going back to it and its ideas in my own brand consultancy work. Doug's elucidation of the idea of the "authored brand" is worth the cover price alone. (An authored brand happens when the brand owner's role is akin to that of a novelist, creating a brand experience that exalts and lifts people, sometimes pushily, rather than seeking to pander to "what people want" or "what research tells us.") The Harley Davidson analysis also is really enlightening, and convinced me that the conventional understanding and explanation of this brand's success is incorrect.
I think you'll appreciate this book, especially if, like me, you'd rather read about cultural anthropology than "marketing" so-called, even if marketing is what you do all day.