The unveiling of Charles Hughes and William Jeanes new book, Branding Iron, was held at an ex-Marine Air Station, now converted into an autocross course and automotive presentation center. It was a fitting preview, and the book, published on September 1, is all about conversion and change.
Auto Exec Charlie Hughes at a Press Briefing for his new book.
Charles Hughes, called “Charlie” by his associates and friends, is an experienced sales and marketing auto industry executive. Charlie worked for many of the industry’s brightest minds and Land Rover in the United States was created under his leadership. Charlie was also the guy behind Mazda’s ZoomZoom advertising campaign.
Charlie is now head honcho at Brand Rules, an consulting company specializing in branding strategies.
Many people know William, “don’t call me Bill”, Jeanes as the former editor-in-chief of Car and Driver. His contact with new and emerging vehicles was a weekly occurrence, and his insight important to the industry and the public at large.
Branding Iron reflects the authors love of the old west, the courage, rugged lifestyle and people who lived and died for what they believed in. Their book, focusing on branding as a mechanism for selling cars, trucks and SUVs, is about the need for some of that commitment, as opposed to the often soft, bland, and “cover your ass” management and strategies now in play in the auto industry.
Is the book any good?