Amazon.com description: Product Description: Tell a brand what to do and it disappoints you. If you see a brand coming down the street, don’t look at it: cross over to the other side and continue walking in the opposite direction. Ask too much of a brand and be prepared for it to lose its soul. A brand won’t be pressured; it finds its own limits, and it shows you who it is. A brand dances along the fine lines between who it claims to be, who you think it is and who history tells you it has been. – from the 2015 Edition