This is a another very worthwhile read from John Simmons. His ability to engage the reader with 'easy' language is captivating. It sounds like he's speaking to you, as it did with We, Me Them & It - I don't mean in a manufactured stylised way, but in a natural way , which is credit to his writing.
This book discusses some current day iconic brands , such as Lush & Innocent - and how they create stories and build their brands through everything that they do....from A to Z, everything that is done within and outwith the business should have integrity with the 'tone of voice' of the business. Also, the messages you have around that should be robust and not be open to leakage or contradiction - an interesting one for me with regard to Innocent as I've read of the owners and their senior management consultancy careers with McKinsey Corporation (one of the best in the world). So, obviously clever boys who've applied their management consultancy skills to the branding of the business.
This, weirdly, was a kind of disappointment for me. (If you're McKinsey trained you're far from Innocent about business practices). I guess I wanted to believe that the company was run by funky iconoclasts rather than ex ivy league consultants! That what they have done in this hugely successful business was organic rather than a well manufactured and implemented McKinsey business plan.
So, brands need to be aware that how they engage audiences with the skills Simmons talks off, needs to be still the perception once interested consumers scratch the surface and find out more.