Innocent. The inside story of Innocent told from the outside

They had a brand, and a way of communicating with consumers, that brought smiles to people’s faces. They caught the mood of the times. They were the little guys winning against the big guys. And they were innocent.

Certainly we reserve judgement on most brands, never wholeheartedly believing that they will always tell the truth. Brands have become a bit like politicians; the only sensible attitude is to mistrust them. The more brands “spin” the less inclined we are to believe them. You might regard this book as an example of brand spin. It includes more than a few small lies. But I lied about the lies.

ics and standards? The times are out of joint. We have become so used to not believing anything that we believe only what we are told not to believe at all.