Thanks Tim. I'll be listening to that audio when I have a bit more free time. I love all of Joe Sugarman's books. His autobiography "Success Forces" is one of the best autobiographies I've read.
The Mirror Makers is an excellent book too. I'd read it some time back. And if you read it closely, you'll see that best results come when direct marketing is merged with branding principles.
Eg: David Ogilvy. He wrote fantastic copy providing a strong reason why. But then he also added eye patches to a person in an ad selling shirts.
http://www.ciadvertising.org/SA/fall...y/bigideas.htm
Scroll down a bit to see "The man in the Hathway shirt" ad.