An interesting book which has been revised by the authors to show where their predictions were right and where they were wrong. Of course in the latter cases it was often "because management didn't listen, or follow the advice". Covers a wide range of well-known, and lesser-known brands.
Highlights some branding errors which are laughably stupid, but possibly insufficient recognition is given to quite how much luck is involved in the succees, or failure, of a brand strategy?
Overall well worth reading - and very thought provoking.