Brand Delusions delivers a unique, entertaining and enlightening exposition of what Brands truly are – well beyond traditional marketing driven definitions. The book masterfully weaves real-life, relevant messages throughout this engaging, fictional story about corporate life and the journey of self discovery taken by a group of quirky, complex characters that all of us will relate to in some way. A page-turner filled with practical lessons that everyone – teachers, students, executives, entrepreneurs, employees, and others in all walks of life – can put to use to improve their cultures, their relationships and their lives. An intriguing alternative to traditional business books, with a compelling, relevant message. A being from the future saves a company from infighting and inertia in this engaging business parable. Leider’s debut follows a path set by Spencer Johnson’s Who Moved My Cheese? (1998) with a fictional tale of a kitchenware company confronting its internal politics, misconceptions and understanding of its role in the marketplace. Brandon Strong suddenly appears in the CEO’s office and announces that he’s a visitor from 2030. He leads the company’s senior executives on a journey of corporate self-discovery, challenging their business practices and teaching them to think of the company’s brand whenever they interact with current and potential customers. Strong offers plenty of advice, repeatedly stressing the importance of an all-encompassing definition of “Brand” (always spelled with a capital B in this book) and the need for company departments to work together. Many characters’ names (including Brandon Strong’s) involve wordplay related to their roles in the company, such as head of production Manny Factura, designer Desi Concepcion and finance whiz Ben Counter. Head of marketing Mark Selisman is the closest thing to a villain in this book, though after a night of soul-searching, even he has a chance at redemption. Leider clearly means for his characters to be types, not fully rounded individuals, but he provides them with enough personal issues and quirks to keep the story engaging throughout. Overall, the book offers an upbeat, can-do message that readers assessing their own brands will likely embrace. Bill Leider has worked for over 35 years as a strategic consultant to organizations - from Fortune 500's to entrepreneurial startups - and everything in between. His experience has embraced dozens of industries. In the course of his work he has helped companies define and hone their brands as an integral part of the entire organization's focus, and has assisted in implementing the cultural shifts needed to transform organizations. Along the way, he has also served as the CEO of several companies, both publicly traded and privately owned. It is through that body of work that he developed and honed his holistic views of what a brand truly is, how organizations can benefit by adopting that concept, and how to formulate and execute practical strategies and shape cultures to make those benefits a reality. Used Book in Good Condition