- Explores the most pervasive and entertaining myths about the world of branding, including 'a good brand can save a bad business'; 'brands don't matter in every business'; and 'branding is all about visual identity', debunking them with up-to-date research and evidence
- Includes fascinating examples from the world's leading brands and foremost branding agencies
- Features in the topical and successful Myths Of series, debunking the most popular myths and misconceptions in the business landscape