"B.J. Bueno and his team at The Cult Branding Company respect and understand what so many strategists miss: before we can be experts on product, sales, or the market, we must fi rst be experts on human nature. They have a proven track record of building healthy, sustainable businesses for some of the best brands in the world--using the very process outlined in this book."
--BERT JACOBS, chief executive optimist, The Life is good Company

"B.J. Bueno yet again deftly captures the essence of what is required to build and sustain a great brand. If you want to attract and retain...