Alan Siegel On Branding and Clear Communications by Louis J. Slovinsky

This is a book about Alan Siegel, the master brand builder, but it is not a full-fledged biography. As its publisher, Jorge Pinto, puts it, this is a "Working Biography." It selectively explores Siegel's formative and family experiences, his character and temperament, to understand what attracted him to branding, a rarified profession, where he is an acknowledged innovator and leader. But it is more than that: in capsule form, it shows how branding originated and is practiced today. Finally, it suggests that the great brand-makers earn their bones only with the cooperation of great clients, and in this respect the book salutes courageous clients everywhere.