'For those already familiar with discursive work it will be a joy - Edwards writes with enormous clarity and insight. For psychologists whose work involves an understanding of the relations between language and cognition this book will be essential reading...This is a demanding book that will repay [...]

At the core of this book is an inspiring ideal: that for both commercial and social reasons, brands need the courage to stand for something, rather than responding to the latest consumer whim. Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways[...]