I can confirm once again: brand is more than logo.
I was helping a friend to organize the team-building for an NGO. Well, no one could tell what this NGO's mission was. Said.

Reminder for you and myself: After writing the statements and designing the logo, one should make sure that employees understand and feel the brand.

Joke

A hamster and a rat were sitting on the side of a swimming pool. They were enjoying the sun.
Suddenly the rat turned to the hamster and asked him:
"Dude, How come people consider me a noisance, and you a pet?
How come people pay money to have you, while they are trying to kill me?
How come you are considered a cute little animal, while I am considered creepy and disgusting?
How come you live in a warm home, and I have to stay in the sewer?"

So the hamster answered: "It's branding, dude."

On 14.99 Euros

I didn't like Frédéric Beigbeder's "14.99 euros" at all.
My 2 cents: Mr. Beigbeder is trying to accuse an entire industry in order to present it's own anti-globalization views. In fact he does not understand one single marketing concept and tries to downsize this fact by showing a ridiculously grotesque image of the advertising and marketing industry.
This book is not literature, nor is it a business/marketing book. It's a frustration a la Freud which might frustrate the reader as well.

However, you have the right to buy and read anything you want.