The writing is quick, to the point, and devoid of all the fluff that is typically found in marketing books. The concepts and strategies are equally to the point. By the end of Chapter 5, I had 6 pages of notes regarding my company's brand development plans. Specific areas that were particularly helpful in my case were the discussions of brand differentiation and clear message delivery. Rob Frankel, 'the branding king', discusses many other issues that are just as important. The book gave me a real feel for how to develop a brand and USE IT to market and sell my product. The extra attention paid to Internet applications, where 'Brand is Everything', is priceless for any business that expects to have an Internet presence. This book should be read by all, from the graphic arts gal to the CEO. It is clear that the development of a brand, beyond just a funny logo, requires that everyone understand the ideas that are laid before us in this text. To quote from the book, 'Branding is not about getting your prospects to choose you over your competition; it's about getting your prospects to see you as the only solution to their problem (SM)'. One can see why Frankel is becoming the dominant player in Internet brand development