AN excellent examination of the core DNA of a brand viewed from the inside out and as useful to line managers trying to do a decent job with their people as it is to marketers trying to convince customers to buy. Engaging and entertaining with loads of case studies.
A thoroughly detailed look into what makes a brand tick - a marketeers must-have. After 15 years in the business I've still got a lot to learn from Ian Buckingham's insightful read - it delves into new perspectives and different avenues of the brand you could only dream of - open your eyes and read it now!!