While this book presents standard business ideas about branding and is well written and interesting, it does little to help small business owners learn how to brand their product. The book opens with a standard section on the principles of branding: create a demand, determine a strategic direction, deliver the core benefits of the product, and maintain a long-term vision. This section is followed by sixteen case studies showing how the business leaders of successful companies used the principles.
The book is well written and entertaining if you're interested in how companies like Amazon, Victoria's Secret, and Starbucks succeeded, but like so many case study books, these stories are very individual and driven by the brilliance of the company founder.
Aside from the principles, which can be found in most marketing textbooks, I didn't find much to help the struggling small business. In fact, I think it would be rather daunting for a small business to compare itself to Frito Lay, for example.
I recommend this book if you're interested in reading about success stories, and you may glean some useful ideas for your business, but this isn't a manual for how to improve your brand. You have to take the ideas and work to create what's right for your business.
I reviewed this book for Net Galley.