A book about branding may not be the top of everyone’s reading lists, and a plethora of titles around this subject matter means that it is going to take something special to make one stand out and be recommended. However, ‘Don’t mess with the logo’ provided a welcome surprise.
This book is described as ‘The straight-talkers bible of branding’ and it certainly ‘does what it says on the tin’. From the presentation of content to the anecdotes provided, you know that Milligan and Edge are experienced marketers imparting honest advice. It’s refreshing that the book steps away from using the nonsense-jargon that is so often associated with branding and is honest about the subject not being an exact science. One of the best things about it is that it doesn’t preach; these are people who have had a go at giving their honest thoughts on how to go about making the most informed decisions.
The flipside of this ‘nuts and bolts’ approach is that it’s use is greatest for a lay audience and will be less value for time served branding professionals.That said, I think there is something in here for everyone and as a someone who has a mission to eradicate jargon and over complication from our business it worked for me.
Reviewed by: Danny Turnball, MD, Gyro Manchester
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Published by: FT Prentice Hall
