So this book was a real eye-opener in terms of presenting evidence-based arguments against why most companies branding and advertising strategies are based on false premises – dogma that has never been proved via data. Sharp’s view is so contrarian that it’s hard to buy into full force. Feels like the truth lies somewhere in the middle between his new school position on the importance of distinctiveness and broad audiences vs. the old school importance of differentiated positioning to targeted audiences. Overall, it is very thought provoking and helps me question why I propose what I do to clients. To be determined how Sharp ultimately influences my philosophy, but it certainly stoked both my curiosity and confidence.