Just read a book from Dutch professionals with regard to branding (state of the art opinions and practices is the recommendation).
In my humble opinion, not a good read.
Somehow it reflected the midst nineties.
But even more worse: targeting at a Dutch audience it almost merely dealt with Apple and Coca Cola.
And really unhip, the book neglects the commodization of nearly alls goods and services and the emerging impacts of web 2.0.
For me it seems to be a depressing job, to be a brand manager with a nineties mindset in this new era of recession, new technologies and commodization!