Customer Review

3 of 3 people found the following review helpful
4.0 out of 5 stars What Happens Next?, 11 Aug. 2007
This review is from: Great Brand Stories: Innocent : Building a Brand from Nothing But Fruit (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.
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Location: London, England, UK.

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