To be fair, there are a couple of interesting tidbits of information in this book, but overall, there is very little to be learned.The authors go on at length using their ad firm's (KB&P) previous successful campains as learning examples, or case studies, but there is nothing revealing or earth-shattering in their message.Save your money, and instead, pick up books written by Al Ries & Jack Trout, Paco Underhill, Jay Conrad Levinson, or David Ogilvy.