The book provides invaluable knowledge for you to act on. There’s something to learn and apply in every chapter. I particularly enjoyed the irrefutable proof that advertising has to be distinctive, otherwise it’s a waste of money. I loved the Marketing Triage model based on Napoleon’s chief surgeon; as well as Shotton’s brutally logical dismantling of brand purpose – as much use as a brand porpoise.
– Charlie Snow, advertising consultant and formerly chief strategy officer at MullenLowe London