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Title: This book does not achieve mediocrity
Review: This book is worse than average on the topic of branding, which is a topic that is over covered and generally not well covered.Mr. D'Alessandro slanders advertising agencies as never caring about the brand or results but rather just sychophantically coveting a revenue stream. This statement is a breathtaking combination of ignorance and stupidity. Obviously an agency cannot survive without the ability to deliver results. The market makes sure of that.Don't buy this book for three reasons:1. It offers nothing new2. It should have been an article not a book. It has very little content of substance.3. It is often wrong in its conclusions, such as the importance of entertainment and emotion in advertising.The book is a hodgepodge of capricious anecdotes with little information for a serious student of branding to learn from.
