I've previously said that the companies that are lasting are those that are authentic. If people believe they share values with a company, they will stay loyal to a brand. While many books deal with the specifics of either brand management, marketing, advertising, general management or value-driven organizations - Corporate Religion is a compelling, very persuasive and very how-to lecture of how to grow brands from the heart. Howard Schultz, Starbucks Coffee Corporate Religion steps right on the sore toes of so-called international companies, so I must swallow hard before holding to my conviction that only by carrying our weaknesses on a silver tray can we become stronger. This well-written book puts into words what we know to be true, and there's no getting away from it. The argumentation and methodology is here. We have no more excuses. It's the book I've been waiting for! Anders Knutsen, Bang & Olufsen "I wish I'd written this Corporate Religion! It is a genuine original in a world full of 'me too' management books. To make a mark on 'the outside' - the traditional focus of 'branding literature' - a company needs soul, spirit, character and personality on 'the inside.' That obvious inside-outside link has never been made before. Bottom line: This is a timely, brilliant, readable, important book." Tom Peters "Jesper Kunde has written a very readable and interesting book about what is possible and sensible to do with a brand. It is a good book about how to develop a brand from just being the name of a product to be, what Jesper Kunde calls, "the ultimate position." Something the consumers profess to as a religion... The book gets even better with the wide range of examples on how to use and abuse a brand" Jens M. Roelsgaard, Jyllands Posten
