Innocent (building A Brand From Nothing But Fruits)

GREAT BRAND STORIES Great Brand Stories is a series that sets out to tell the inspiring stories of some of today’s top brands. Edited by brand expert John Simmons, the books focus on brands that have not only reaped huge profits for their owners, but also established themselves as icons of contemporary society. Innocent Drinks is a business phenomenon Founded in 1998 by three college friends, Innocent has become the UK’s fastest growing food and drink business, But even more impressive has been the growth of its brand legend. Innocent is a brand that everyone in the marketing world refers to with awe, affection and sometimes envy. So how have they done it? It hasn’t happened because of the application of new technology or huge resources. Innocent is simply about fruit and nothing but fruit. And lashings of nice principles, bright people and good humour that combine to make an attractive brand. John Simmons tells the story behind the rise of Innocent in a style that reflects the brand itself, with its quality of storytelling, warmth and an honest approach to business. It’s an engaging and often funny story that will appeal to budding entrepreneurs, marketing professionals and anyone who has ever enjoyed an Innocent smoothie while reading the label with a smile. About Author: John Simmons is a writer and brand consultant, and the series editor for Great Brand Stories. He is director of training and brand language at The Writer (www.thewriter.co.uk), and he runs workshops that inspire people to write more creatively for business. He is a former director of Interbrand and has worked at a senior level with companies like Unilever, 3 and Diageo. In 2006 he has been writer-in-residence at King’s Cross tube station. His books about language and brands (We, Me, Them & It, The Invisible Grail and Dark Angels) and his book on Starbucks (Starbucks) have been translated into several languages including Chinese and Japanese. His previous book in this series Arsenal The story of the Arsenal brand was co-written with Matt Simmons. John is one of the founding directors of the writers’ collective, 26 (www.26.org.uk). He has edited and/or contributed to books by 26 including 26 Letters, From Here to Here, 26 Malts and Common Ground.