A simple equation, but as no two brands are the shame, identifying what those winning qualities are is not easy. And given that the whole point of branding is to create a distinct identity, it s absurd to look for a single magic formula. Matt Haig has now set himself the controversial task of identifying the world s top 100 brands. But there are hundreds of successful brands, so what influenced the author s choice? He applied a range of not simply financial success but longevity, technological advancement, new product development, workplace revolution, mass communication, and other seismic global achievements. The brands are also usefully grouped into 17 categories such as Innovation brands, Status brands, Emotion brands and so on. The result is the most comprehensive, entertaining and illuminating collection of brand success stories ever told. From Adidas to Zippo, Beckham to Wrigley, Coca-Cola to Volkswagen, we re guided through a gallery of the world s best-known names and given a rare insight into the secrets of their success and what makes each absolutely unique.