Brand Innovation Manifesto

So I finally finished John Grant's book which I posted about a while ago.  Definitely worth a read - his whole taxonomy of ideas is one of those things I'll keep dipping in to as a source of inspiration and stimuli for thinking.

And the last section - applying this thinking to a brand idea to 'kill Lynx' (aka Axe in the US) - should be required reading at Gilette as how they should have launched Tag.