Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout
“This is essentially a useful guide for brand managers in organisations without long-term wisdom.” (Brand Strategy, May 2004)“If this review were to be only two words, they would be 'Buy this!' [this] book is an essential, authoritative and easy-to-understand..” (Media Week 4 May 2004)"...an admirable book..." (Management Today, March 2004)