Executive Book Summary: ‘Innocent: Building A Brand From Nothing But Fruit’ By John Simmons

702 words - 3 pages

Executive Book Summary: ‘Innocent: Building a Brand from Nothing but Fruit’ by John Simmons
‘Innocent: Building a Brand from Nothing but Fruit’ reveals the great story behind one of the most loved brands, Innocent, the brand with its simple products – “fruit and nothing but fruit drinks”. Innocent’s story began with three college friends, Jon Wright, Adam Balon and Richard Reed, who insisted on having a business they could be proud of. Since the early days, they had a clear idea of the company’s objectives, namely, “to make fresh, healthy, natural drinks, to be Europe’s favorite little juice company”. They started the company from scratch and consciously built it into one of the UK’s ...view middle of the document...

This book describes how Innocent has been operated and allows readers to learn from operating mistakes in order to prevent readers from making the same mistakes.
The Innocent story is a fine example of a brand that was well-planned from the start. The founders suggested that there was no need to rush into making a decision, but emphasized the necessity of thinking forward about the future and anticipating what will happen in, for example, the next year. Business is always about thinking ahead (Simmons, 2008) and it is essential that managers plan everything in advance.
A solid brand concept can be used as a guideline for operating a business or making decisions. Innocent, for example, keeps asking the question, “Is this Innocent?” (Simmons, 2008). In other words, companies have to make sure any action they take will compliment the brand image well before actually taking the action.
The three most interesting ideas from this book involve the factors of successful brand, i.e. building brand, label and trust. First, brand building means creating a successful brand with a necessity to ‘keep it simple’ so focus...

Other Papers Like Executive Book Summary: ‘Innocent: Building a Brand from Nothing but Fruit’ by John Simmons

A Separate Peace: By John Knowles In A Separate Peace By John Knowles, The Story Takes Place During A Time Of War, But At Devon, An Exclusive New England Prep School, Two Friends Face A Greater War...

1723 words - 7 pages him and enemy to himself because no one likes a phony person. Although Gene portrays Phineas as his enemy in A Separate Peace by John Knowles, Gene really only has one enemy, and that enemy is himself. Finny, who Gene calls his enemy, has done nothing but "be there" for Gene, by encouraging to get good grades and saving his life. Gene's personality alone gets him into more trouble than Finny does, and lastly Gene's loss of identity causes him to be insecure and not well liked. Therefore, Gene's real enemy is Gene. A great man once said, "keep your friends close and your enemies closer."

Book Review : Brand Asset Management - Driving Profitable Growth Through Your Brands by Scott M. Davis

2288 words - 10 pages . * Brand strength is a lever for attracting the best employees and keeping satisfied customers. * 70% of customers want to use a brand to guide their purchase decisions and associate with it. Sources: Davis, Scott M.. Brand Asset Management:Driving Profitable Growth Through Your Brands. San Francisco: John Wiley & Sons, Inc.,2002, Print. “Understanding, Identifying and Building Distinctive Brand Assets”, empgens.com, n.d. 2009 John Dawes Unkown author‚‘‘Executive Book Summary‘‘ dmi.org, Pennsylvania , 2001 Soundview Executive Book

Summary Of Education Book By Ellen G White

1498 words - 6 pages truth and should be given the highest place in education. He who desire to reach God’s ideal will presents education as high as the heaven and as broad as the universe, an education that can’t be completed in this life but will continue for the life to come. In Eden, personally directed the education of His children. Often they were visited by His messengers, the holy angels, and from them received counsel and instruction. The Garden of Eden was a

A&P by John Updike

1149 words - 5 pages Xavian Arnold Dr. Patterson English 112 28 March 2012 A & P: An Analysis of the Character “Sammy” As people age, maturity and wisdom is gained through every experience. From the time a child turns eighteen and becomes an adult, they are required to deal with the realities of the real world and learn how to handle its responsibilities. In John Updike’s short story “A&P” the protagonist Sammy is a young man in 1961 New England who

Summary: Thought Leadership: a Radical Departure from Traditional, Positional Leadership

1197 words - 5 pages leadership and leaderful organizations, management is never really differentiated from leadership. Both represent their team members as holding some responsibilities that are typically held by a more formal leader (1065). Unlike shared leadership and leaderful organizations, thought leadership does not hold managerial or empowered authority to make decisions. Thought leaders “challenge the status quo” for the purpose of change (1065). Thought leaders

Analysis Of A&P, By John Updike

1036 words - 5 pages I quit! These words can be attached to so many things in life. At times in life things seem to be different then they really are, for instance the thrill and the excitement of having a summer job or even successfully getting a first job. There are certain moments in a person’s life that will always have an impact on them one could call this a definitive moment or an epiphany. In the short story A&P by John Updike the main character Sammy has

Don't Judge a Book by Its Cover

1784 words - 8 pages spend more time within their own communities rather than with English speaking groups. I know there is a level of comfort that comes with this as well as the idea that one is maintaining their cultural ties but it does not seem to mitigate the "judging a book by its cover...or someone's intelligence by her English."(Tan, 2006) Tan writes about how she thinks "about the power of language--the way it can evoke an emotion, a visual image, a complex

A Summary Of "Silent Dancing" By Judith Ortiz Cohen

1422 words - 6 pages by her language’ (48). A form of resistance to conforming to modern America her mother enlisted was only grocery shopping at ‘La Bodega’ (48) across from El Building. It was against Ortiz Cofer’s father’s wishes, but she wouldn’t take no for an answer as all the products her mother swore by were there-Goya, Colgate, etc. Also, she felt more at ease when she could linger at La Bodega and get some familiar interactions with other immigrants and

A Review Of "A Seperate Peace" By John Knowles

1197 words - 5 pages In the novel 'A Separate Peace,' by John Knowles, a boy named Gene visits his high school 15 years after graduating in order to find an inner peace. While attending the private boys school during the second World War, Gene's best friend Phineas died and Gene knows he was partially responsible. Phineas, or Finny as he was sometimes called, was the most popular boy in school. He was a handsome, taunting, daredevil athlete. Gene, on the other hand

Poor But Spirited In Karimnagar: Field Notes Of A Civil Servant, By Sumita Dawra

1544 words - 7 pages penned her most of her experiences about the district of Karimnagar where she worked as a District Magistrate from May 2001 to June 2004. The book highlights about the various issues plaguing the society such as the issues in Education, Agriculture, Health, Hygiene and Sanitation and the responses of the government to eradicate the issues. She brings out the lacunae in the delivery systems that are in place and highlights the root causes and tries

"Mere Wit May Amuse, But It Serves Better Purposes When It Also Conveys Feeling", Discuss With Respect To Two Or Three Poems By John Donne

743 words - 3 pages outside world. This idea is expressed in these lines from The Sunne Rising, "She'is all States, and all Princes, I, / Nothing else is./ Shine here to us, and thou art everywhere;/ This bed thy centre is, these walls, thy spheare." However the reference to the bed being the centre of her world and the confines of the bedroom being the edges of the world emphasise Donne's belief in the importance of physical love. This is an exceptionally clever idea and

Related Essays

Executive Summary: Ecco A/S Essay

2087 words - 9 pages competitive advantage and they invested heavily on training and equipment costs to upgrade the skills of their employees . Culture Closed ownership among the family and the company encouraged that over 80 per cent of the company s leaders should come from inside ECCO Mission To develop shoes that are pleasant to walk, regardless of the weather conditions and a vision to be the most wanted brand within innovation and comfort footwear by investing

A Book Review Of Leading Change By John Kotter

1527 words - 7 pages Overview of the Book The author of the book “John P Kotter” is one of the business leadership experts worldwide. In this book, he shares his experiences of the change process within organizations. He has been observing the change process for about 30 years. He studies a paradigm shift of old management models that are not compatible with today’s fast paced changing business environment and shifting global economy. The book has a lot of helpful

Falling From A 3 Tory Building

711 words - 3 pages me on top of an old refrigerator for my cousin to brush me off, then it was off to the doctor. At the hospital, the doctor did some ultra sounds that showed what was going on inside my back. The doctor explained that due to the height from which I feel from and the intensity of which I hit ground with, the muscles in my back were over stretched. He continued to explain that as a result, there was nothing that could have being done for me but

Law Without Sanctions By Michael Barkun, A Summary Of The Book

773 words - 4 pages Law without Sanctions by Michael Barkun describes customs that are behavioral patterns that transform into norms and are set as rules or laws. The book hardly describes law without sanctions as the title suggests. In fact, law and its effectiveness is hardly mentioned in the book 'till the very end. However, the book mentions the valuable meaning of law and the development of law in his view.Customs can be looked as behaviors, which most people