Vol. 23, Issue 42 Branding Iron Branding Lessons from the Meltdown of the U.S. Auto Industry By: Charles Hughes, William Jeanes, with Foreword by David E. Davis, Jr. 263 pp. Racom Books 2007 Review by: Susan Williams

Building great brands represents a strong commitment to deliver “a promise wrapped in an experience”. In the U.S. auto industry, a branding crisis has been brewing for decades as it is unable to attract increased numbers of customers to its many brands. The car business is a compelling example of how the value of a brand can disappear overnight. With the devaluation of the branding concept and dilution of brand identities, U.S. auto makers are unwittingly commoditizing their own products. In Branding Iron, authors Charlie Hughes and William Jeanes examine the automobile industry and offer strategies to turn vehicles into sought-after brands. Read a little deeper and discover that the principles put forth in this work can apply to any industry.

Vol. 25, Issue 27 The Momentum Effect How to Ignite Exceptional Growth By: J. C. Larreche 352 pp. Wharton School Publishing Review by Leslie Johnston Vol. 25, Issue 26 Transparency How Leaders Create a Culture of Candor By: Warren Bennis, Daniel Goleman, James O'Toole, with Patricia Ward Biederman 130 pp. Jossey-Bass Review by Amity Noltemeyer Vol. 25, Issue 25 Making Innovation Work How to Manage It, Measure It, and Profit from It By: Tony Davila, Marc J. Epstein, and Robert Shelton 350 pp. Wharton School Publishing Review by Lydia Morris Brown

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