Martin Lindstrom is one of the most respected consumer branding experts out there. Prior to his latest book, he had written 8 insightful marketing books. 'The Ministry of Common Sense' may come as a surprise to many because Lindstrom steps away from his Marketing guru perception with this offering. I think it's this change of stance and the subject he chose to write about that kind of take the edge off the book. That said, maybe it's just me, who badly wanted another marketing classic from him :)