Calling himself a "direct marketing fundamentalist" and radically rejecting the idea that a great brand is impossible without fantastic marketing budgets being poured into it, Dan Kennedy dedicates his reader to proven techniques for getting a successful brand for free. Based on the philosophy of brand building on attracting customers with direct response advertising, the author proves the validity of his reasoning on the example of the experience of companies such as Iron Tribe, Orvis, Kodak, Intel, Subway and many others. In addition, the book talks about the features of primary and secondary marketing, the principles of building a business using StorySelling technology, as well as the rules for creating a personal brand.