Central ideas and arguments
Lury outlines the six challenges faced by those starting, building and growing brands. He organises a wide range of enlightening tales of brands across industries and geographies to learn lessons from successful brands facing challenges similar to those faced by many marketers on a daily basis. The tool Lury deploys is stories – as opposed to theory or models. Some will feel familiar and many bring to life curious facts and happenings that give the reader behind-the-scenes insight into how one might realise a brand's full potential.
The six chapters into which the 101 brand stories...