“Imagine if you work up this morning, and the branding in your life disappeared. No burger King, No Geico cavemen, No beer comericals.  Would you behave differently?  Nope. You would continue to buy the best products and services for the money you are willing to spend.” (17).  Branding is a subject that has many books written on it. Branding only works on Cattle is the only book that isn’t shamelessly praising the concept of brand.

The word Brand, is one of the most overused, vague, and useless, words in the business language. The word Brand “Is the eight hundred pound gorilla that crushes every conversation about itself.  Nobody in the orgination defines it the was same way marketers do, and I guarantee that there’s no consensus with your own marketing department what it means either.”(187)

Even though the word brand is bad, branding can shape a company into unstoppable force in the marketplace. The conclusion of this book is a set of different measures that need to be taken to help the brand process advance.  “The business challenge is to recongize this behavior and figure out ways to enable it while not getting in it’s way.”(144)