Building a Brand in a Week

---

Pete Laver (Hodder & Stoughton, 2003)
"Building a Brand in a Week" is a nice concept - the publishers, who have other "in a week" titles, have aimed to have the key elements of branding broken down into seven easily digested chunks, simply labelled Sunday through Saturday. The author has done a tough job commendably and the book is clear, straightforward and covers all the main bases. However, the book's brevity means that many assumptions and sweeping generalisations have been made, and are also asked of the reader.

As such, there is a real and dangerous risk that following the book unquestioningly could lead to major problems later down the track. A good summary of the steps to take it may be, but it generally suffers from oversimplification. As such, slavishly following the "in a week" steps could certainly risk doing more harm than good.

Jonathan Dodd