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Brand Society is fundamentally not a business management book. This might come as some surprise given the title. Management books, at least the ''how to'' management books, tend to be simple and easy to follow. But, I suspect Kornberger would agree, that's what limits their use. They are over-simplified to the point of uselessness. Rather, Brand Society takes an holistic approach to the subject of the prevailing nature of brands in today's world (at least the Western world). He suggests that today's brands exist without a prevailing theory to understand them or make sense of them. So what Kornberger does, after first looking at how brands transform management and organizations, is present a brand-centred conceptual map for thinking about things like politics, ethics and aesthetics.