A very interesting read. I don't have much criticism, only wish it could lay out how. But I understand that there are infinite ways to go about creating a purple cow and no fool proof guaranteed way to go about doing so.A bit funny to see Apple listed as the 50th most valuable brand of 2002 just barely beating out xerox and 30 places behind Gillette. But of course who could have predicted that they would have been worth 70 billion in cash 9 years later.Overall a good book and an enjoyable/informative read.