Title: Simple Cheerleading.
Product review: The title is promising, for people who realize the value of branding at the organizational level. Unfortunately, the authors borrow some exceptional ideas from other thought leaders, and then fail to do anything inspired with them. Instead of jumping into the game with some original ideas, the book reads like a series or obvious case studies, and RAH! RAH! championing of real work, done by real people, with real experience. If you subscribe to HBR, or keep astride of the WS Journal, you can't help whiz through this book and think, "I've read this before, but by someone else."
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