Don't worry...OBD isn't a medical condition - but it is running rampant in our society. "Obsessive Branding Disorder" is the focus of this new book about how companies use branding to revitalize their product line.

As marketing people, we have to be aware that while revitalizing a brand is great, it can't be done at the expense of the product itself.  Tricking consumers into thinking a product is new (when it isn't) is a sure way to make that consumer mad. Or, as my favorite Professor from my MBA always said "The best way to kill a bad product is with good advertising."

So, if you need a good summer read, check out this book.  It's a humourous look at companies who show signs of OBD - but it can't hurt to think about it in terms of real-life examples!