Contributed by J.Eggers

Oh, no, please don’t mention Starbucks. Please. OK, we’ll let that go. Just don’t say, “Kleenex.” Don’t go there. Ouch. The only thing that would really kill me would be coming across the root definition of the word “brand.” And there. It. Is.

I wanted BrandSimple to have more guts. Allen Adamson certainly has the credentials and rare spitting distance to give some real juiciness to the subject of branding. But it felt flat and obvious. A few updated references weren’t so ubiquitous and over-quoted — such as Baby Einstein and the NFL — but in each case study a key “a-ha!” almost always seemed to be missing.

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