I thank everyone who granted me interviews for this book, including those few, who for various reasons, are not identified in the text. You all helped me gain an appreciation of Alan Siegel and his contributions to the art of
branding. I owe special thanks to Mary Sauers of Siegel+Gale, a superb
traffic controller who always kept me on course; to Linda Raskin, a
proofreader and copy editor without peer; to Liz DeLuna, graphic designer
and an assistant professor at St. John's University, who compiled an
excellent graphic design bibliography; and to my wife, Joan, whose patience
is exceeded only by that of my publisher, Jorge Pinto.
L.J.S.
