It takes courage to propose only one idea, one brand name and one package for a client’s new product. Take it or leave it. The method and success stories are all in this book.”
Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, Chicago.
David Gluckman has a ‘one of a kind’ approach to new brand development but, amazingly, it works. You will enjoy this book.”
Paul S. Walsh, CEO Diageo (2000-2013)
Your book is really fascinating and a tremendous record not only of your achievements but as a form of blueprint for all aspiring new brand development people.”
Sir George Bull, Ex-Chairman IDV & Diageo
Outrageous. He rides roughshod over everything I’ve been doing for the past 40 years. But I loved every minute of it.”
Michael Herbert, Market Research Consultant
A successful brand innovator is unlikely to achieve more than one winner in a lifetime. I am not sure how many, of the nine or so noted in this book, Gluckman would rate as outright winners but there are more than enough to make his contribution to the global drinks market truly unique.”
Tim Ambler Senior Fellow, Retired, London Business School
A highly entertaining read, which should be studied by all marketers working on new brand development - especially for the remarkable true story of the creation of Baileys Irish Cream”
Hugh Burkitt, Chief Executive, The Marketing Society UK
There are two things I like about this book. First, it’s a very compelling read. But, more importantly, it’s the author giving a first-hand account of exactly how great ideas were created. I felt I was there with him when they happened.”
Joseph Siahou, CEO Shore Consulting, Toronto
There are 47 brands shown in this book. Some were very successful. Some shone brightly for a while and then faded. Others never really saw the light of day. Winners or losers, the author loved them all. Here are pictures of some of his favourites.