I found this book very refreshing, and often enlightening. Coleman provides great insight, along with practical guidelines on how to manage brand wellness through generating positive brand experiences with the customer at the heart of it all. I feel more often than not businesses are thrown a plethora of data and "insights" that can be quite misleading. Aligning the consumer values with the brand messaging and essence was a great point driven, along with the need to remember how brands can "get jobs done" for customers, rather than just always trying to replicate whatever is shiny and new in the marketplace.