“When I first picked up this book, I thought "Oh no... a book on branding." I believe the world has seen a transition from a marketer owning the brand to the world (via Internet) owning a brand. However, James Connor tells a compelling story about the value of brands.
That's only a portion of the book, though. The book isn't a step for step guide, rather it's told in a story format, as if James was consulting with a real client (which it could have been). This makes the book easy to read and much more memorable - with time to bring up all the arguments that a typical CEO might have.
Connor walks through all the important factors in planning your corporate marketing strategy - including SEO, the web, and most importantly - measuring Return on your Marketing Investment. It's a fantastic book that every CEO, President or CMO should pick up.”
