- Paperback: 192 pages
- Publisher: Cyan Books (25 Jan 2007)
- Language English
- ISBN-10: 1905736045
- ISBN-13: 978-1905736041
- Product Dimensions: 19.4 x 13 x 1.8 cm
- Average Customer Review: 4.4 out of 5 stars See all reviews (12 customer reviews)
- Amazon Bestsellers Rank: 442,673 in Books (See Top 100 in Books)
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More About the Author
Product Description
Book Description
Innocent Drinks is a business phenomenon of the last decade. Founded in 1998 by three college friends, Innocent has grown at an amazing rate to become the UK’s fastest growing food and drink business in 2005. Even more impressive has been the growth of its brand legend. Innocent is one of those brands that everyone in the marketing world refers to with awe, affection and sometimes envy.
This book tells the story of Innocent’s rise and examines what has made it a brand that people observe, love and (increasingly) imitate. Through privileged access to the founders and others closely involved in the company, John Simmons will explore the road travelled by the Innocent cow vans, taking in the twists and turns, ups and downs along the way. Not only does Innocent make fantastic smoothie drinks, but it is a brand now known for its love of storytelling, humour and an honest approach to business.
This book tells the story of Innocent’s rise and examines what has made it a brand that people observe, love and (increasingly) imitate. Through privileged access to the founders and others closely involved in the company, John Simmons will explore the road travelled by the Innocent cow vans, taking in the twists and turns, ups and downs along the way. Not only does Innocent make fantastic smoothie drinks, but it is a brand now known for its love of storytelling, humour and an honest approach to business.
About the Author
John Simmons is a brands expert who was previously a director at Interbrand, the world’s largest brands consultancy. He is the author of several books, including My Sister’s a Barista, Dark Angels, The Invisible Grail, and We, Me, Them & It (all published by Cyan).
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Customer Reviews
Most Helpful Customer Reviews
8 of 8 people found the following review helpful
Format:Paperback
You know when a book is so good that you have to keep putting it down and look out the window or something - just to try to contain your excitement?
I've read an unhealthy amount about branding, writing, marketing and management -and this relatively short (charmingly written) book, in one single story about one (amazing) company, has taught me more about branding, writing and how those two things can define and direct a business than all the rest put together.
John Simmons shows you that your brand and how you articulate your brand are one and the same thing. He shows you that writing can permeate every part and every stage of an organisation, so that everyone in your business (your colleagues, your customers, your suppliers, your investors, the media - everyone) will know what you do and who you are - and like you all the more for it.
Like his other books (We, Me, Them & It, The Invisible Grail, Dark Angels etc), this is about bringing honesty and humanity to work through your actions and through your words. It's about talking to and thinking about people in a way that not only genuinely reflects who you are, but helps shape and define who you are at the same time. The lesson I took away was this: Get the big picture through your brand, then really do sweat the details - from the way you write your company rule books (yes, Innocent do have them), to the way you answer the phone.
If you already know Innocent's 'tone of voice' (the words they use and the way they use them), you might imagine that while all this might work when you're writing a list of ingredients on the side of a smoothie, when you're dealing with things like supply chain logistics or complex marketing strategy, it all ends up sounding like a bunch of ill-thought-out, homespun truisms. Don't you believe it, there's more clarity, focus, direction and simplicity resulting from the approach written about in this book than I've ever seen before.
If you want to improve your writing, read it. If you want to run a better business, read it. If you want to see that the world of marketing, branding and consultancy (for all its evils) has at least produced the three innocent founders and the author of this book, read it.
A great, great brand story - I genuinely couldn't more highly recommend it.
I've read an unhealthy amount about branding, writing, marketing and management -and this relatively short (charmingly written) book, in one single story about one (amazing) company, has taught me more about branding, writing and how those two things can define and direct a business than all the rest put together.
John Simmons shows you that your brand and how you articulate your brand are one and the same thing. He shows you that writing can permeate every part and every stage of an organisation, so that everyone in your business (your colleagues, your customers, your suppliers, your investors, the media - everyone) will know what you do and who you are - and like you all the more for it.
Like his other books (We, Me, Them & It, The Invisible Grail, Dark Angels etc), this is about bringing honesty and humanity to work through your actions and through your words. It's about talking to and thinking about people in a way that not only genuinely reflects who you are, but helps shape and define who you are at the same time. The lesson I took away was this: Get the big picture through your brand, then really do sweat the details - from the way you write your company rule books (yes, Innocent do have them), to the way you answer the phone.
If you already know Innocent's 'tone of voice' (the words they use and the way they use them), you might imagine that while all this might work when you're writing a list of ingredients on the side of a smoothie, when you're dealing with things like supply chain logistics or complex marketing strategy, it all ends up sounding like a bunch of ill-thought-out, homespun truisms. Don't you believe it, there's more clarity, focus, direction and simplicity resulting from the approach written about in this book than I've ever seen before.
If you want to improve your writing, read it. If you want to run a better business, read it. If you want to see that the world of marketing, branding and consultancy (for all its evils) has at least produced the three innocent founders and the author of this book, read it.
A great, great brand story - I genuinely couldn't more highly recommend it.
3 of 3 people found the following review helpful
Format:Paperback
John Simmons writes with clarity and simplicity so that you almost feel as if you haven't read a business book; it was all too easy. Then again, you look back and realise you've learned much more about the business than if you'd struggled through a business report twice the length.
But now innocent have launched a break-away brand, This Water, and the Fruitstock Festival has turned into the Village Fair; we need an update.
What interests me is - according to John's description of their meticulous and lengthy planning process - that innocent must have been plotting their new developments while they were telling John about their recent history. These innocent chaps are wise indeed.
That's the problem with describing a moving target and the only reason I give the book a four and not a five. I need to know the thinking behind the This Water brand, why they moved on from Fruitstock. Bring out the update and I'll give it a 4.5.
But as a history of the brand's first few years, I'd recommend this for all your MBA case studies. Reading it as probably as close as you'll get to the interviewing the founders and Dan4.
But now innocent have launched a break-away brand, This Water, and the Fruitstock Festival has turned into the Village Fair; we need an update.
What interests me is - according to John's description of their meticulous and lengthy planning process - that innocent must have been plotting their new developments while they were telling John about their recent history. These innocent chaps are wise indeed.
That's the problem with describing a moving target and the only reason I give the book a four and not a five. I need to know the thinking behind the This Water brand, why they moved on from Fruitstock. Bring out the update and I'll give it a 4.5.
But as a history of the brand's first few years, I'd recommend this for all your MBA case studies. Reading it as probably as close as you'll get to the interviewing the founders and Dan4.
2 of 2 people found the following review helpful
Format:Paperback
This is a truly fascinating story about an extraordinary company. The book is easy to read and understand and very difficult to put down once you have started reading. Not only does it contain many valuable information about the company, it also gives a personal insight into their business operations and the personalities within it. It can become a little repetitive from time to time but this is majorly due to John Simmon's enthusiasm and passion about Innocent!
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Most Recent Customer Reviews
Innocent as told by John Simmons
Even though Innocent does not exist in Australia I could still identify with the story as I like buying and making juices and smoothies.
Published 4 months ago by Melissa D. Brown
a company that is truly inspiring...
innocent has taken the world by storm. fact! if anyone is thinking of starting a business, or wants some inspiration for creating or migrating to a brand identity then this should... Read more
Published 8 months ago by Gcrikey
Fantastic Business Journey Book
I loved reading this book! Simple, straightforward, fun - great insight in to how an incredible brand was created!! 10/10
Published 22 months ago by S. Seal
good book..
I bought this book bcoz we need to write a report on Innocent. and this is a really good book to show the company. Read more
Published on 21 Mar 2009 by X. LIN
Over Innocent
Excellent products - both smoothies and This Water. Undoubtedly sincere company and highly original approach. Read more
Published on 24 Feb 2009 by Adrenalin Streams
Great fun- tasty like the drinks
How one idea, three guys, a shed load of fruit and endless energy created on of the most innovative, and healthiest companies in the UK. Read more
Published on 17 Dec 2007 by Peter Shield
Nothing but nothing but inspiring
As one of those people who, like so many others, once walked into a copywriting workshop clutching an Innocent bottle in my hand as though it was an elixir of creative wonder,... Read more
Published on 27 April 2007 by Ms. Lorelei Mathias
Plain speaking
As the inventor of the concept of 'tone of voice' there are few people better qualified to tell Innocent's story than John Simmons. Read more
Published on 30 Jan 2007 by Jamie Jauncey
A song of experience
Innocent is a great brand - one that others should maybe try to learn from rather than copy. And this is a great book because, by way of a deceptively simple means of storytelling,... Read more
Published on 22 Jan 2007 by Stuart Delves
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