Alan Siegel On Branding and Clear Communications

This book is a snapshot taken on the run of Alan Siegel: how he does branding, and what branding offers as a career—a Working Biography. Taking a reductive approach to describing a relatively new, polymathic discipline like branding doesn't do the subject justice. Siegel, wisely perhaps, is reluctant to predict where the business may be headed. But he does offer candid advice to both young people and the more experienced who passionately want to enter this creative, dynamic, challenging field.