Joseph, a marketing professional who specializes in building consumer brands, details how to connect advertising, packaging, websites and social media presence, messaging, sales approaches, logos, and other aspects of a product or brand to create a memorable and appealing experience for customers. He uses examples from Nike to Starbucks, as well as smaller companies and celebrities like Madonna, to illustrate effective skills to improve or build a brand. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)