This is a book for Challenger Brands. A book for the hungry and impatient, the stymied and stalled, the underdogs and upstarts. It's a book about branding. A book about come-uppance. A book for badasses-in-waiting.
Does Your Brand Need A Spanking? will not fix your brand overnight. It won't magically propel your product past Coca-Cola, Apple or Virgin Airlines. It won't make you more likeable or less fat.
But it might just be the dropkick to the throat your brand needs.
Andrea Fitting was President & CEO of Fitting Group
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