Product details
- ISBN 9789063698065
- Dimensions: 160 x 230mm
- Publication Date: 19 Nov 2026
- Publisher: BIS Publishers B.V.
- Publication City/Country: NL
- Product Form: Paperback
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Brand strategy has become unnecessarily complicated.
Too many frameworks. Too many steps. Too much jargon. And too often, uncertain outcomes.
The world of brand strategy needs simplifying.
This book does exactly that.
Drawing on more than 50 years of combined experience, seasoned strategists Mick Mahoney and Kevin Chesters present a proven approach built around three simple questions. Refined over the past decade, their method cuts through the noise to create brand positioning that is clear, practical, and undeniable.
For too long, the industry has treated strategy and creativity as separate disciplines, confined to outdated silos and overcomplicated methodologies. But the best ideas don't emerge from separation - they emerge from connection, collaboration, and cognitive diversity.
The science is clear: simpler works better.
This book took 50+ years to develop, 10 years to refine, and will help you build an undeniable brand by answering three deceptively simple questions.
If you want to create a brand strategy that is simple, impactful, and impossible to ignore, the path starts here.
Mick Mahoney is one of the UK's most awarded creatives, with over 30 years in advertising. His accolades include a Cannes Grand Prix, One Show Best in Show, multiple Cannes Lions and D&AD Pencils. He is the author of The Complete Creative Director and The Creative Nudge.
Kevin Chesters is a former CSO at Dentsu, Ogilvy and W+K London, and now advises global brands including Google, adidas and Heineken. A TED speaker and creativity lecturer at international universities including Oxford, he works with leading agencies and organisations worldwide.
