INTRODUCTION

I want to tell you a story…

This book aims to be an alternative to traditional marketing handbooks. Rather than a textbook, it is first and foremost meant to be an enjoyable “storybook” to which the reader can dip into. They can read short tales about some of the world’s leading brands: their origins, their actions, their innovations, their beliefs and in some cases their demise.

However, like many good storybooks, it’s more than just stories: it was written to communicate a message. In this case, it aims to help businesspeople – from general managers to marketing managers to aspiring marketers – think about and understand more of the principles of good branding.

To this end, all of the stories have a “moral”, highlighting a principle ...

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