Let me begin by saying two things: one, this is one of the best marketing and branding books I have ever read, and, two, that I am not getting paid or reimbursed in any way to say so!
If you want your business to really stand out from your market, you NEED to read this book. I picked it up by chance as I was browsing the business section at Barnes & Noble one day. It has an unconventional cover for a business book (which I love, and only further proves the author knows how to market!). I was intrigued, picked it up, bought it, and have referenced it numerous times since.
The author, Frank Lane, has extensive experience in the marketing world. Do you remember the slogan "Shout it out!" from back in the day? Frank was the man behind that tagline.
In his book Frank explains, through a very simple and practical process, of how to become what he calls a "killer brand." In other words, how to position and market your business so that it not only stands out way beyond the competition, but that the message of what your business offers is communicated clearly and directly. Thereby leaving your market base with no question as to who you are and what you offer - and why they should choose you above the competition.
It truly is a must-have book; well worth the money. I highly recommend!