Landa writes from the understanding of today's consumer and their buying experiences with brands and associations to brands, instead of just products or services. The book isn't so much a discussion of that understanding; it's more a guide on how to play to that understanding by developing brands that people want to be "friends" with.

Without using this terminology, Landa writes about the personification of brands and why it's important to know what kind of "person" your brand is. We agree. If your brand's like a "person" what kind of promise is it making? What kind of attitude does it have? What kinds of values drive its decision-making? How does it transfer value to others? And if your brand is attempting cause marketing--what does your brand care about and why does it care about those things? What is the central motivation for caring?

Knowing the answers to these questions will help ensure that your brand experiences are remarkably human.