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BOOK REVIEW: 'Connective Branding' by Claudia Fisher-Buttinger and Christine Vallaster

Title: Connective Branding
Authors: Claudia Fisher-Buttinger and Christine Vallaster
Publisher: Wiley

Reviewed by: Graham Ellor, director of planning, TDA

Oh no! I thought when asked to review a book on branding. I had images of wading through the same old principles rehashed to sound fresh and innovative. When I read the prologue and introduction, I felt my worst fears were about to be realised. Here were the familiar themes of brands addressing multiple audiences and organisations living their brand values.