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Book Review - Branding Iron

Branding Lessons from the Meltdown of the US Auto Industry

By Charlie Hughes and William Jeanes
Reviewed by Chuck Arehart

Branding Iron by Charlie Hughes and William Jeanes
Approximately 16 million Americans buy a new car each year, but its unlikely that many of them have any idea how much each sale matters to the manufacturer from which the car came. Car companies go to great pains and invest billions not only to create new vehicles but also to make sure the potential consumers know the cars exist, and rightfully so.

Charlie Hughes and William Jeanes have combined their career experiences to create an almost textbook study of the great successes and dismal failures they have witnessed in the world of automotive branding. Hughes founded Range Rover, now Land Rover, in the US and worked at other car companies while Jeanes has worked at two high profile advertising agencies and completed two stints at Car and Driver magazine. The authors go far beyond examples of the good and bad messaging in today’s automotive world – they explain why.

Branding Iron isn’t just a good automotive book; it’s a good business book. The inner-workings of a company are reflected in the final product, and the case studies presented prove that to be true. Some companies get it, others don’t, and some let greatness slip away. Hughes and Jeanes write with the knowledge of highly-placed insiders. They convey common sense in the form of wit. Car buffs will enjoy Branding Iron not only for it’s automotive insights, but because it may shed some light on what influenced them to choose the cars they own.

Price: $27.95

(Updated: 12/12/11 NW)

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