EVEOLUTION

Consumer trend forecaster Faith Popcorn addresses branding and the importance of building a company responsive to women's needs and expectations in this abridged guide to establishing a strong market presence. Surprisingly, Popcorn reads the material very well, her enthusiasm and experience with the subject shining. Popcorn's manifesto acknowledges that any business must remain ethical and geared toward women as nurturers in order to succeed in the future; she lends respectability to her ideas, rather than merely suggesting a quick way to make a buck. The only disappointment is Popcorn's shameless promotion of her own line of consumer products, a plug that costs her some legitimacy in an otherwise stellar presentation. H.L.S. © AudioFile 2001, Portland, Maine [Published: FEB/MAR 01]