content: This is the best b2b branding book that I have read. Unlike other branding experts, the author presents branding in a simple, straightforward way. None of the typical b.s. other writers throw in to try to make them look smarter (and sell more books). Anyone in b2b marketing should read this book. As trite as this is going to sound, I think we all need to learn about branding in order to make our clients' companies strong which in turn, builds the economy and keeps our country prosperous.