Corporate Charisma: How to Achieve World-class Recognition by Maximising Your Company's Image, Brands and Culture Temporal, Paul and Alder, Harry

Most business books promise you the secret. This one promises "world-class recognition" through corporate charisma — the idea that companies, like people, can have magnetic personalities. Written in the late '90s peak of brand mythology, it covers vision statements, corporate psychology, positioning, and market segmentation with the earnest confidence of a management consultant's PowerPoint deck. There are exercises, checklists, a training programme. The approach is thorough, if somewhat dated. With a 2/10 rating on Goodreads (admittedly from just one reader), this isn't going to revolutionise your thinking. But if you're curious about how businesses thought about brand building before social media ate marketing whole, or if you need to pad out a corporate library for atmosphere, it'll do the job. Best suited for business students studying the evolution of brand theory or anyone building an ironic collection of '90s corporate self-help.