Brands That Dream: Only Companies That Dream Stand Out

Foreword

Reading Brands That Dream I felt doubly privileged. On the one hand, because I was able to read an advance copy; and on the other, because after years of training, during which time I’ve read dozens of books on management and business organization, I have finally found in Brands That Dream a powerful, entertaining and informative text. Worth mentioning is the book’s humanistic approach, which moves the reader with declarations such as “A company looking to increase sales must begin by caring about people.”

Another privilege, prior to reading the book, was the opportunity to apply these new ideas to our company, with the enthusiastic support of Elisenda and Xavier. As such, I can attest that a more humanistic approach to business strategy ...