- Explores some of the key historical literature to pinpoint the commencement of marketers' obsession with simplifying, identifying the appeal yet highlighting the weaknesses and lack of scientific evidence to support it
- Identifies the major recent changes which have occurred in the world of branding, and why this necessitates a much deeper, more complex and multi-dimensional approach to branding
- Outlines a visionary new model, providing examples, tools and techniques to help marketers craft deeper, more powerful brand messages
- Explores the shift in mindset required from marketers to embrace the need to manage multiplicity