Branding Iron should be required reading for every single person who aspires to be in business, let alone the automobile business, because it pounds into the reader the fundamental importance of, as Charlie Hughes and Williams Jeanes so eloquently put it: "standing for something, setting yourself apart, making a promise and delivering it in a well-designed experience." I would also like to give Hughes and Jeanes' excellent "Brand Triangle" to every college professor charged with teaching marketing. Branding Iron doesn't pull any punches, a style I can relate to, obviously - and when all is said and done it's a must read. And with today's tedious cacophony of blurred messages, two-bit pundits and frantic media overkill, that's saying something.

Peter M. DeLorenzo
Founder-Publisher, Autoextremist.com