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Terence J Bennett
2023.08.19
Verified
An engaging read, packed with information, insight and fresh thinking
This book provides a rare blend of simplicity and depth on a topic that is often lacking either. With a delightful blend of metaphor and storytelling, Mandel guides us through an approach to brand strategy that feels fresh—while also being informed by some well-established principles. His ability to connect our personal needs and values to the needs of a brand is quite clever and reminds us that, at their core, organizations are a collection of humans wanting to add value to the world. Brands don’t have to be disembodied entities with no soul or purpose. They can and should be a reflection of the world we want to create. Mandel does an excellent job of bringing this idea to the forefront of his 3-step approach and it is what separates this book from the countless others on the marketing/branding shelf. From Identity to Intention to Implementation, the path is clear, and one I’m drawn to follow.