What on earth is branding all about? Can it really be as complicated as all the argon–heavy books suggest? Isn?t it just about using advertising spin and a nice logo to cover up a second–rate product? Bob Jones is asking these questions as he reluctantly leaves the sales department of Simpton?s Sausages to start a one–year placement in brand management. He finds a business is in crisis, with his new boss? plans set to make things a whole lot worse. Bob brave and often comical battle to cut through the bull and buzzwords and save the business is an entertaining way for anyone to find out about delivering a brand based on substance, not spin. "A great tool for aligning and energising every employee behind the idea of delivering the brand,m that can be read and used by everyone from the CEO to the call centre." — Phil Chapman, Chief Marketing Officer, T–Mobile "Maybe the most enjoyable and productive 2 hours of reading you?ll have...

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