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Books : Innocent: Building a brand from nothing but fruit
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Innocent: Building a brand from nothing but fruit by: John Simmons List Price: £8.99 Vegetarian Books Price: £6.99 You Save: £2.00 (22%)Prices subject to change. |
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Binding: Paperback EAN: 9781905736577 ISBN: 1905736576 Label: Marshall Cavendish Manufacturer: Marshall Cavendish Number Of Pages: 192 Publication Date: July 25, 2008 Publisher: Marshall Cavendish Studio: Marshall Cavendish Sales Rank: 58810 Related Items:
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Customer Reviews
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 Rating:  - Great fun- tasty like the drinksHow one idea, three guys, a shed load of fruit and endless energy created on of the most innovative, and healthiest companies in the UK. Innocent was founded in 1998 by three Oxford grads, in 2007 it was the fastest growing food and drink business in the UK. Smoothies, are basically combinations of fresh fruit and fruit juice- an instant hit of vitamins to the system. Before innocent they were virtually unknown outside the kitchens of the health conscious- freshly squeezed organe juice was about as good as it got. Across the Atlantic however smoothies have been a hit for middle class office workers for years. The boys from innocent took, gave it a cheeky marketing spin and took the UK by force. Simmons looks in detail at how a seriously focused, ... Read More: Rating: - What Happens Next?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 ... Read More: Rating:  - Nothing but nothing but inspiringAs 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, before reading it out to the class - I was rather excited (not to mention a smidgen envious) when I heard this book was being written. Happily, it's a really entertaining read, which I devoured in only a few sittings. What's so nice is the way Simmons' own enthusiasm for the brand shines through, as he leads us on a guided tour through Fruit Towers and the story of Innocent; from its humble beginnings in the much-fabled land of `yes' and `no' bins, through to its humbler still existence today as Britain's fastest growing food and drinks company. From the dancing ... Read More: Rating: - This book changed how I think about businessYou 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, ... Read More: Rating: - Plain speakingAs the inventor of the concept of 'tone of voice' there are few people better qualified to tell Innocent's story than John Simmons. Innocent have built their brand on language: simple, humorous, heartfelt, principled language that sets them a pole apart from so much of what appears on the supermarket shelves these days. John Simmons tells their story - from simple fruit juice stall to the UK's fastest growing food and drink company - with the same appealing directness, and by the time you reach the end it's hard not to admire them even more. This great brand story will be around for a very long time to come. |
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