Employer branding guide written by academics - useful then!

This is a quote from People Management:

"CIPD has launched an Employer Branding Guide based on round-table discussions with practitioners, consultants and academics."

With such a powerful sales line like this I'm dropping everything to rush out and buy a copy!  It does however state that it includes case studies from British Library and E-on.  I'm sure CIPD members don't need yet another book on employer branding.  Glad to see the membership fees are focused on writing books!