The BusinessWeek, Wall Street Journal, and New York Times business bestseller
"With its engaging voice and pullno-punches tone, this book stands out from the marketing crowd."Harvard Business Review

"D'Alessandro's book is witty, irreverent, and intensely practical. It is more than a book about brands, and contains many sound lessons for strategy and the role of leaders."Michael E. Porter, Harvard Business School

"Practical, psychologically astute, and clearly written, this book has much to offer business folk of all stripes."Publishers Weekly