“This quick-hitting, strategic brand read offers insights that many caretakers of their brands should find invaluable. From the focus on ‘why’ to the ’30-10-3′ view to the introspective ‘competitive audit,’ this book offers a branding world through David’s incisive lens.”

– Ken Sadowsky, The Beverage Whisperer

“David is highly respected and smart, and has worked with some great brands. A good read for brands wanting to breakout.”

– Jeff Klineman, Editor-in-Chief, BevNet.com

“Brands are everywhere. We all have one whether we realize it or not. Understanding what they are, where they come from, and how to make them clear and compelling to a team and the market is the key to a sustainable competitive edge. Anyone interested in sharpening the focus of their brand will benefit from Mr. Lemley’s insights and systems thinking in this book.”

– Dennis Madsen, CEO, REI (retired)