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Title: Not recommended
Review: I do not agree with the previous positive reviews.First issue I have is with the language. The text is very wordy and convoluted. I do not find it clear and straightforward at all and, in my opinion, it does not make for a pleasant read. I think the problem might be due to the fact that the author is writing in English, not in his native language.While there is (some) content, I found several questionable points, like statements that appear contradictory, explanations that do not make sense and factual inaccuracies.If you are looking for a practical reference on how to manage and build a brand, how to systematically approach a real business situation, I would not recommend this book.
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