Siegel's story could not be recounted without discussing his involvement in the firm Siegel & Gale, which makes this business book a must-have for marketers, corporations seeking a consumer voice and brand presence, as well as  those studying business. Written in a concise style with a format that allows information to be assimilated bit-by-bit, but thoroughly connecting all the dots, this is an impressive book about a timeless business person, who can teach anyone at any level something new about branding.