Title: Doesn't Deliver
Review: As a graduate student taking an Advertising, Imaging and Branding course, I was immediately intrigued by the title of this book. I purchased it and read it with much anticipation. Unfortunately, the book's title does not deliver within its covers. It fails in the area of research based analysis....no serious research was provided. It suffered from vague research references that the author claimed were done by the Gallup Organization but were not presented in a thorough manner. Overall, I felt as though the author, who happened to be a consultant for Gallup, was trying to get brand managers and organizations to hire and use Gallup.
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