A good read and a perceptive final chapter on the future.' - Long Range Planning 'One or two of the 25 would provide splendid case studies for a company think tank. Collectively they will help any chief executive review and carry forward his own vision for his company. Well worth study.' - The Jim Bannister Report 'Authoritative, interesting, sparky and above all, refreshingly different from the normal management books one comes across ... has to be a must for anyone interested in, or involved with, brands ... one of the most interesting and beguiling books I've read in a long time.' - Strategy 'A gloriously diverse and entertaining read ... the refreshing blend of celebrity and corporate stature in the list of contributors lends the project a quality that more conventional business books lack ... high entertainment value and subtle styling though are not afforded at the expense of intellectual rigour. As you would expect of a publication born of Interbrand, the opinions expressed are informed and informative.' - Marketing Business (Book of The Month).