Enduring Passion: The Story of the Mercedes-Benz Brand
by Leslie Butterfield

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Book Reviews of Enduring Passion: The Story of the Mercedes-Benz Brand

Book Review: A beautiful book, and a fascinating read
Summary: 5 Stars

Most obviously it is a beautiful 'coffee table' book. It has a lovely design, is well produced, and is full of great photos not just of Mercedes-Benz cars and people, but of evocative images that demonstrate the brand's hooks into culture.

Secondly it is a fascinating read. I had never really been a fan of the cars, but since absorbing this detailed but readable account of the history of the company behind them, I have gained a new appreciation for the brand. Leslie reveals the hidden details of Mercedes' history that make it what it is today, but also asks difficult questions about its future direction.

Finally, it is a one of the most sensible textbooks on branding I have read. Too many books in that genre lead with a 'creative' new take on the theory, and then use shallow, often repeated examples to support it. Any experienced brand practitioner will tell you that while these new theories may make a diverting airport read, they are no substitute for 'the basics' done well. In this book Leslie takes a different approach. A thorough examination of Mercedes' practice is linked back to the core brand theory to provide a deep understanding of how to get it right (and how to get it wrong).

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