Totally lacking in substance, the author never tells the reader that Image is the sum of attitudes and beliefs, that it can be measured and altered using specific techniques. Full of drivel, musings, and short-of-the-mark examples would be bad enough! Ask yourself two questions: Which Credit Card Company uses the phrase "It's everywhere you want to be"? AND who was the American General made famous by his role in Desert Storm? Of course, they are VISA and "Stormin' Norman Schwartzkopf, right? Well Marconi blunders on these examples in the book by citing American Express, and ARNOLD Schwartzkopf. (page 89 and 134). Gimme a Break.