Branding 101 for somebody thinking about starting a small business. It doesn’t read as if it is coming from a branding professional, but someone who works with branding pros and has done a lot of research on the subject – which is exactly the case. Smith is a trademark attorney and I was prompted to read the book to learn more about patents, copyrights and trademark law when it comes to branding. That was the promise of the book. Unfortunately, legal subject matter was only a fraction of the book and was covered in a very surface-level manner. So, I gained very little from this one.