Speed read – The Prisoner & The Penguin

Matt Fanshawe
Havas EHS

This Speed Read was originally published in Admap – March 2014 issue.

The world's biggest brands make emotional and functional connections with consumers. The Prisoner & the Penguin tells some of their stories and explains how they are disseminated

The Prisoner & the Penguin is a 'storybook' that brings to life some of the key principles of marketing, through telling the stories behind some of the world's most famous brands, including Nike, Disney, Google and Virgin.

The Prisoner & the Penguin aims to be an alternative to traditional marketing handbooks. Rather than a textbook, it is a 'storybook' that brings to life some of the key principles of marketing. The stories never run for more than a couple of pages and each ends with a 'moral', making this as much a guidebook to modern business as a fun collection of tales. The book features the stories behind some of the world's most famous brands.