Book Reviews
The Philosophy of Branding

Here's a summary of the chapter headings:

1 PART I ALL GREEK TO ME • Heraclitus - and the place from where we start • Socrates - and the art of questioning • Plato - and seeing below the surface   • Aristotle - and the importance of structure     2 PART II I THINK, THEREFORE I BRAND   • Descartes - and the application of reason   • Spinoza and Leibniz - and a systematic  approach   • Locke - and the empirical tradition   • Hume - and the limits of reason     3 PART III INTO THE DEEP   • Rousseau - and the importance of feeling   • Kant - and the balanced approach   • Hegel - and the primacy of process   • Nietzsche - and the creation of values     4 PART IV SEARCHING FOR CERTAINTY   • Wittgenstein - and the brand as tool   • Existentialism - and the brand as individual   • Popper - and the quest for a better model   • The future - and the real role of philosophy in branding     5 SUMMARY OF TOP TIPS

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Praise for The 'Philosophy of Branding'…

Thom Braun's mission, in this eclectic and readable book, is to get us to think and, whether he's relating Plato to Persil or Descartes to Diet Coke, that's just what he does. No marketer will think about their job in the same way after reading this. James Thompson, Senior Vice President, Marketing, Diageo, North America … a whole new sizzling discourse on branding which provides a terrific antidote to the anodyne filler of standard business texts. Paul Walton, Chairman, The Value Engineers … provocative yet practical conclusions on how we should rethink managing our own brand. A wonderfully fresh and stimulating read. Adam Morgan, author of Eating the Big Fish A thoroughly stimulating and enjoyable read. By looking at brands and branding through the lens of Western philosophy, Braun helps us review afresh some of the fundamentals of marketing. Jim Carroll, Deputy Chairman, BBH London

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