"Jon and Andy lay out a road-map for great brand management, packed with the essentials of brand theory and practical tips to make it happen. It does for brand management what the Haynes workshop manuals do for cars."   Peter Gowers, Chief Executive, InterContinental Hotels Group, Asia-Pacific   "Brands are about difference and personality. This book really is different. It makes you think and makes you smile!"   Peter Fisk, The Genius Works   "Branding isn't rocket science but it sometimes pretends to be. Here's abook without such pretensions, a book to make you...