Title: Another marketing book hiding behind a branding title ..............
Product review: Quote, "When I was named director of brand management and marketing at Hallmark, I was given two primary objectives: ....". The author has used "I was" twice in the same sentence. That tells me that he is far more important in his own mind than he deserves to be. And that is the way the book reads.This book over-intellectualizes and over-complicates branding. If you are ever tempted to use his consulting services, please just read one of Al Ries' more recent books first. He briefly quotes Al here on page 245, but just in passing to make a point of his own. He complicates, Al simplifies.You might think that, hey, branding and marketing is a complicated business. It has been made complicated to justify big consultancy fees, like just about every other business. But it doesn't have to be.
Would you say this review depicts the product in a flattering or unflattering light?
