This book is fabulous.

It is fabulous because it is full of real stuff that companies have actually done; nitty gritty initiatives that make a difference.

It is fabulous because all this nitty gritty stuff is there because the companies doing it don't want to be like the other guys. They want to be mavericks in order to make money.

And, amongst all these great stories, it gives us some great ideas about brand strategy. It asks companies to strive to:  

• Have a distinctive and disruptive sense of purpose that sets you apart from the competition
• Have the ability to be provocative, with reason and effect
• Become a brand that people would miss
• Have a psychological appeal to different people, having the ability to ignore, even offend some

My favourite example is www.threadless.com, a peer-to-peer t-shirt company where the designs are made and chosen by us, not the company, and then marketed by them in limited edition numbers. I've bought three!!

‘Mavericks at Work' is what it's all about. It explains how and why being a maverick can work in the world of business, with great real-life examples.

But of course if you were a real maverick you wouldn't read it.......right!