'Wally Olins always asks the right questions and often gives the best and most thoughtful answers. His writing style is both sagacious and witty, which makes the journey through the book a pleasant passage indeed ... a must read for...

An exploration of how big business manages to keep itself in the public eye. It shows: how identity is crucial to market share; how it plays a central role in expansion and diversification; and how it is vital to both effective...