Certainly, a lot of the book was very specialised... but it did give me an idea of how the agencies do the job. Of course, they're the people with the creative ideas, the expertise, so I'm happy to trust the image development work to them... but I read the book so I could talk to them on equal terms about what we're trying to do, and how it fits in with our overall business strategy.
We were having problems with the company we normally use so we looked at a number of other companies and decided to give this one a try. They're just new in the business and we were impressed as they promised they would deliver the goods we wanted within two days and they did. We had to pay more than we would have liked but the results were worth it. Since then, I've told a lot of other people about them.