Here's an extract from the book.

In an article called the 7 Deadly Sins of Brand Bureaucracy, David Taylor concludes by saying :

"Brand bureaucracy gives branding a bad name, and with good reason. It is a wicked waste of time, money and energy. Ask yourself some hard questions about whether you are guilty of committing any of the deadly sins, and keep watching to see if other team members are making the same mistakes. If they are, then politely suggest that they may need a workout or two to help them get back in shape. "

He speaks of the eight workouts - i particularly liked no. 6 - the sin is called Cowardice :

"Brand bureaucrats demand differentiation in strategy, but tend to back away when presented with radical creative ideas. They fail to recognise that much of differentiation comes from how you execute a strategy. It is not enough to think different, you need to do different as well. Courage is needed in communication, design and product development for a brand to stand out in today's increasingly busy world. "

 ... and the work-out :

            "Think different, do different.

Review the creative briefs on your live brand projects. Do they give the teams opportunity to stretch the envelope of the brand and push outside your comfort zone? On at least one project, liberate the creative team and challenge them to do something that scares you."