Instruct: Classify a review as either positive or negative.
Query: Dry but valuable

Alright, I'll be the first to admit it; this book is not an easy read. In fact, I'd call it a slog (and I'm a readaholic who can't put down the back of a cereal box!). But, the concepts presented are worth the work. The authors explain what's so darn compelling about Apple's logo, what type of client you want to speak to, and what they need you to say to make a connection with them. Plus much, much more.So if you're trying to get a handle on branding and figure out what will work for you, grab this book. Thankfully, although it is dry as bone, it's fairly skim-friendly. So do what I did and skip the parts that don't apply or get too boring, and just look at the handy call-out boxes of bulleted info. You'll get the meat of the book without having to work so hard.