Haig, a writer and journalist who has written other books on brands, profiles 100 of the most successful international companies and their formulas. He illustrates examples of the broad nature of branding and success in terms of innovation, people, responsibility, emotion, design, distribution, and other brands. The volume focuses on the financial successes, longevity, technological advancements, and workplace revolutions of companies like Adidas, Sony, Xerox, American Express, Toyota, Colgate, Gillette, MTV, Harry Potter, Disney, Nokia, Cosmopolitan, Subway, Starbucks, Wal-Mart, Evian, Rolex, Oprah Winfrey, Ben & Jerry's, Yamaha, Apple, IKEA, Vespa, Coca-Cola, Absolut Vodka, Avon, Amazon, Google, Facebook, Intel, and Petrobras. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)