Ironing Out the Car Biz Problems.(Column)

Byline: Dutch Mandel

I became a better automotive journalist. It wasn't that I spent time up to my elbows in bearing grease, or reviewed grammar work sheets. I did neither.

I did read Branding Iron, a book whose subtitle is Branding Lessons from the Meltdown of the U.S. Auto Industry. Let's just say it should be on the nightstand of every automotive journalist, every business writer, every marketing executive and every advertising wonk extant. It should be something politicians and residents of California, Michigan, Japan and Stuttgart must read. And considering how the Chinese are delving into consumable cars big time, it should be handed to every Red member at birth. And throw in the Indians, too. Mr. Mulally, you need your own copy.

That would certainly make Charlie Hughes and William Jeanes' publisher (www.racombooks.com) very wealthy, but it wouldn't make it nearly as rich as those who apply the lessons Hughes and Jeanes bring from 60 years of automotive trench warfare. Their insight, savvy and willingness to follow through on punches thrown are what make this a lively read. This is done without one homicide, one hooker and one celebrity wardrobe malfunction in its pages.

But there are explosions galore as Hughes lights ...