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Title: True but not that insightful
Review: You'd think that a book about emotional branding with a forward by Sergio Zyman would have something interesting to say. Unfortunately, this book make a number of good points but it's not all that interesting. Many of the points should be fairly intuitive and obvious for marketing people who have a clue. Some points made are interesting refreshers, like the importance and potential impact of invoking multiple senses in the consumption and purchase experience. Unfortunately many of the chapters are not newsworthy and can be summarized by their lame titles, such as "Women: The New "Shoppers in Chief" and "Gay and Lesbian Consumers: Sincerity is the Best Policy!"The book mostly gives examples of brands that have done X or Y really well without leaving the average reader or business person with any concept about how the point is relevant in a gernalizeable sense.Final gripe is that the book reads a little bit like an advertisement for the author's firm.
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