Brand Delusions: Exploding the myths and helping you improve your Brand - professionally and personally
An intriguing alternative to traditional business books, with a compelling, relevant message.A being from the future saves a company from infighting and inertia in this engaging business parable.Leider’s  debut follows a path set by Spencer Johnson’s Who Moved My Cheese?  (1998) with a fictional tale of a kitchenware company confronting its  internal politics, misconceptions and understanding of its role in the  marketplace. Brandon Strong suddenly appears in the CEO’s office and  announces that he’s a visitor from 2030. He leads the company’s senior  executives on a journey of corporate self-discovery, challenging their  business practices and teaching them to think of the company’s brand  whenever they interact with current and potential customers. Strong  offers plenty of advice, repeatedly stressing the importance of an  all-encompassing definition of “Brand” (always spelled with a capital B  in this book) and the need for company departments to work together.  Many characters’ names (including Brandon Strong’s) involve wordplay  related to their roles in the company, such as head of production Manny  Factura, designer Desi Concepcion and finance whiz Ben Counter. Head of  marketing Mark Selisman is the closest thing to a villain in this book,  though after a night of soul-searching, even he has a chance at  redemption. Leider clearly means for his characters to be types, not  fully rounded individuals, but he provides them with enough personal  issues and quirks to keep the story engaging throughout.Overall, the book offers an upbeat, can-do message that readers assessing their own brands will likely embrace.