“Superb! A must read for anyone who aspires to be a great marketer and every CEO who wants to be truly successful. The book illustrates how brand building investment can drive both short-term results and superior long-term shareholder returns.”
– Stephen Graham, EVP Corporate Marketing & Convergence Officer, Rogers Communication (#1-ranked global marketer by Advertising Age)

“This is a refreshing, often witty, and bang up-to-date review of what could have been a very dull subject! It breaks the key issues into bite-sized chunks so that you can open this book at any page and learn something. The authors draw from a broad range of highly respected sources—and skillfully blend academic substance with good marketing common sense.”
– Leslie Butterfield, founder of BDDH, a leading UK advertising agency; author/editor of AdValue and Excellence in Advertising

“A book for thought leaders. Marketer-friendly and Finance-credible (a very rare combination) with significant managerial implications for marketing, customer value and shareholder value. The logic is strong and compelling. And the writing is a breath of fresh air.”
– Richard Ettenson, Professor of Global Marketing, Thunderbird School of Global Management