1 to 1: The Essence of Retail Branding and Design

Nice

This is the first book I've read on branding in a while. I found it very useful with concepts I could borrow for B2B marketing (my domain of expertise). The author provides models that, with a little study and intuition, a competent marketer could learn how to use on his own and apply to a product/service. While not a complete guide by any means, the book provides intelligent advice about how to think about a brand and all its facets. This will help the reader to avoid overlooking any crucial qualities in the brand development process, i.e., finding out what he doesn't know he doesn't know.My only criticism is that the book needs another going through for editing. There are numerous typos and a handful of uses of incorrect grammar that mar an otherwise quality book on branding...one that is blessedly free of brand- and marketing-speak fluff that sounds great but has no practical use.