In this new economy, sadly one realizes that more companies are thinking less strategically and instead "react" without realizing the long-term negative impact of their decisions - and this has got to change if a company is to survive. If you take what is important from this book to heart, you can surely put the steps in place to start building and maintaining your brand and reap the long-term benefits. It is a good and easy read, with quite a few amusing, anecdotal true stories of how other companies tried and failed or tried and successfully conquered building and more importantly, reinforcing their brand.