I say “premature” because I haven’t actually read the whole thing yet. There’s a lot to read here.
But I’ve sampled enough to love it.
There was never a chance I wouldn’t love it.
Dave Trott thought it didn’t compare well with George Lois’ book.
And they are very contrasting books. It does feel like an archive compared to George’s alive-with-life rants.
But that’s why I like it. I loved the case study format.
And the work they did was always on the money. Their work was always very obviously aimed squarely at the problem that faced the brand.
Here is just a smattering of the juice on offer in this hefty tome.