While I haven't read the book (it has not been published yet), it appears to be about something I have discussed here before -- that branding, to a large extent, is a by-product.
Here's an excerpt from a piece on The Ad Contrarian website called "Everything You Need To Know About Branding On One Little Page."
You want to have a strong brand? Quit “branding”. A strong brand is a byproduct. It comes from doing other things right. Make sure your product is excellent. Make sure you're taking good care of your customers. Make sure your ads differentiate you. That's what builds brands...
The thousands of companies in America who think they’re going to be successful if they just get their “brand” right are nuts. You’ve got to get a whole lot of other things right first.
If you do, the brand will take care of itself. If you don't, all the "branding" in the world won't help.