Brand Autopsy - Williams & Moore

In the About section we find that Johnny Moore and Paul Williams describe their work in this way:

The Brand Autopsy Marketing Practice was established to share the many lessons we've learned about meaningful marketing from working deep inside the marketing departments of Starbucks Coffee and Whole Foods Market.

We believe meaningful marketing connects with people by telling them the story of why a business is remarkable. It's about designing marketing activities to deliver on the vision of the business all the while being clever, savvy, and authentic. It's about treating people as being interesting and interested. And, it's about building brand preference more than brand awareness resulting in loyalty beyond reason from customers.

If you are into meaningful marketing, this is the place to do some reading.