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Title: Ouch!
Review: Everything useful thing D'Alessandro has to say about building a killer brand could have been written in less than ten pages. About one-third of the pages are devoted to dealing with sponsorships in marketing, something few marketers spend more than a two or three percent of their marketing budgets on. (His perspective of Martha Stewart's brand says a lot for his ability to know of what he speaks-little.) If you want to learn about the power of a brand, spend your money elsewhere.
