This book is an attempt to explain how great brands came into being
and how companies and individuals can produce great brands today.
Our premise it that all these successes involved asking One Hard
Question. The only way to find the right answer was to ask the
right question in the first place. Of course not all the examples
discussed in the book are successes, but there's much to be learned
from these too. The book will be of interest whether you're a
marketing executive, an agency person (of whatever ilk) or a
student. Or just someone who'd like to understand a bit more about
the brand-centric universe we live in.
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