Hmmm, it sounds in the title, like this book is geared to people who wants to outsmart me! Thus, making me read it!

To be frank, it is not as suspected, another "MBA in a Box" book, but a presentation of the working model for strategy and marketing (with a focus on Branding). It is interesting to see how another MBA (or rather, PhD) have adopted the stuff you learn in an MBA to match his own needs. Needless to say, it is pretty interesting, except when you wonder where Finance, Operations, HR, IT/IS, Legal, the Sales part of Marketing, Change Management, Knowledge Management, Globalization, Economics, etc, went.

The book is well written, but lacks a depth that would have made it practical. As it is now, it is merely a decent read.