“In a business world constantly seduced by complexity, fads and trends, so often the casualty is the simple, important stuff that truly carries the business along. As Steven Covey said "The main thing is to keep the main thing the main thing."In The Special Brand, David Shanks brings us right back to the main thing... the brand... the DNA of the business. In refreshingly simple terms, he lays out a cast-iron case for the brand being the supreme driver of the business and in equally straightforward language he tells us how to go about doing it. The Special Brand should be an essential two hours’ reading for every Chief Executive, Marketing Manager, Product Manager and MBA student.”- John Rowles, Consultant.