I'm probably not the intended audience for this book. I loved the authors previous book about the sausage company which made the point that sizzle doesn't matter if your sausage tastes horrible. Loved that book. It was written for a wide audience. This book is intended more for people who work in branding and marketing, which I don't. That said, this was an enjoyable book, well written, usually easy enough to follow. I enjoyed the section on Virgin in particular. Some other parts of the book were just a few steps beyond my comprehension, but that's me not the book.