‘Branding’ is often positioned as a mystical art, adding value to the bottom line in a mysterious manner. Here is a book that dares to confront this myth…and then clarify. From macro-level actionable definitions of a brand (noun) and branding (verb!) to micro-level details of why (contrary to popular belief) visuals and colours are not an universal language…this book takes a decade of experience, mixes it with several hundred man hours of desk research and presents the distillate in naked, revelatory language (the difference between an identity and an ideantity is particularly interesting!). An absolute must for anyone keen on understanding brands, especially the less visited area of corporate brands.