Regardless to whether you are selling a car, a tin of beans or a country branding is everything. Simon Anholt's short yet surprisingly comprehensive book looks at the extent that countries such as the USA and Great Britain have penetrated our subconscious and shaped our decision-making. Find out why British Airways had the upper hand over Russia's Aeroflot long before there was a plane to take off in. Discover how our trust of America stems from the playground and why China is struggling to make a small car that we can believe in. A well-written book that will change the way that you look at the world.

Competitive Identity was reviewed by Keith during the Brian Wilshire show on radio 2GB, June 29th. During the podcast Keith mentioned the Form Organisation based in Perth. More information on Form and a link to their website is available here.

Keith also mentioned Fish, a book based on the uniquely inspiring customer service provided by the Pike Place fish market in Seattle. The book and subsequent film outlines the four corner stones of great customer service: Play, Make Their Day, Be There and Choose Your Attitude. Click here to read more about the book or watch a short You Tube clip here showing the market traders in action. The video comes from You Tube director Hudstone420