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The Choice Factory

Cover of The Choice Factory by Richard Shotton 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
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