Today, many marketers are suffering from the "lab coat" syndrome. The field is dominated by complexity, esoteric approaches, models rather than people, and fears of oblivion. Branding Iron recognizes that people still have practical needs, firms still face practical problems, and solutions still have to work in real life. The book conveys a pioneering spirit on how to be unabashedly great again. It goes beyond watching things happen or wondering what happened, and helps the reader to make things happen.

Michael R. Czinkota
Professor of Marketing, Georgetown University
Former Deputy Assistant Secretary,  U.S. Department of Commerce