In his typical pragmatic, no-nonsense, and highly-entertaining style, Weiss outlines ten critical branding lessons including

• Branding is about passion, emotion, and visceral impulse-not about cold, hard facts.
• The action that must be generated by the brand association is a purchase.
• Identify exactly which buyer you want to appeal to.
• A brand must serve as a template for future actions and present conduct.
• A powerful brand can repel as many people as it attracts. Aim to attract your buyer and repel non-buyers.
• Effective brands are selective and elite and are accessible only to those with superior taste/ability/circumstance/intelligence. Such branding doesn't actually discriminate, but merely creates the perception of elitism.
• A brand by any other name would not smell (or sound) as sweet.
• There are times when a name says it all.

How to Establish a Unique Brand in the Consulting Profession will help you create a brand that will make you "Number One" in your particular areas of excellence, no matter how broad or narrow. And, perhaps worth the price alone, the book offers a glimpse into the important trends that are shaping the future of branding.