From the forward to the book:
It seemed to us that most business books about branding were too thick and too analytical for most people, especially if branding wasn’t their primary interest. Our approach to demystifying the process of good branding was to reduce it to concepts that we could make visual and memorable by illustrating them in a humorous, slightly irreverent way.
We tried the concept in a number of seminars and were delighted to find that people in other disciplines -- such as finance, operations, and technology -- really appreciated our humorous approach to branding. More importantly, they got the message. After one of our seminars, a Senior VP of Operations told us he finally realized how important doing branding correctly was to the entire organization, not just marketing.
For each letter, there is a brief description of why the concept is important and a cartoon that captures the essence of the concept in a humorous and memorable way. The letters are also annotated with:
Things that can sneak up on you and upset your brand strategy if you're not paying attention.
Comments from an alternative point of view.
At the end of the book are a series of useful exercises that help you determine how well your brand strategy is working.