"Every CEO's job is to create value and build assets, and every company's most formidable asset is its brand.  Daryl's book is an important reminder that brands must be protected and nurtured.  Read it, take it to heart, and expect some amazing things to happen in your business."
—James Berrien, former President, Forbes Magazine
"Unlike so many other subtitles of books I have read recently, the subtitle for this one makes a promise which is kept.  Travis really does explainand explain brilliantly—'how successful brands gain the irrational edge.'  So can yours."
—Robert Morris, Top 500 Amazon Reviewer & Business Consultant
"I've been in the business of building global brands for more than 25 years, and I've yet to read a better account of what it takes to make a brand.  Apply all the analytics you want to a great company or brand and in the end you'll find it comes down to how people feel about it.  This book reveals why."
—Thomas Oliver, former CEO of IHG
"Peppered with great case studies and compelling people to meet, including one of my favorites, Michael Abrashoff, this book is a really interesting way to dissect branding and what it really, truly means to a company.  Semantics aside, branding and customer experience only work when they connect with people in very real ways. This book outlines a strong strategy on how to do that the right way. Highly recommend it!"
—Jeannie Walters, CEO, 360Connext
"I thoroughly enjoyed Daryl Travis' journey through the heartbeat of brand strategy today and the frequent missteps marketer and strategists often make when getting lost in the facts and ignoring the feelings.  Daryl does a remarkable job crafting an engaging, digestible-yet-provoking commentary on how to capture the essence of your brand.  His compelling examples and stories are backed up by real-world examples from brands that have been (re)guided by Daryl and his innovative Brandtrust team.  This is a perfect read for your next business trip where you want to close the laptop for a couple of hours and expand the way you think about delivering value (however you might define it) to your customers and to your employees.  The title asks how it makes you feel and my answer is a resounding: inspired, armed and energized!"
—Adam Max, Sr. Manager Shopper Insights, General Mills