In addition to treating employees well, companies in today's crowded markets have to find ways to break through the clutter of advertisements and information to reach consumers. That's where Send 'Em One White Sock: And 66 Other Outrageously Simple (Yet Proven) Ideas for Building Your Business or Brand comes in. It's a compendium of practical brand-building ideas from two veterans of direct marketing.

Neal Lipschutz is managing editor of Dow Jones News Service.

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