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Cadbury's Purple Reign: The Story Behind Chocolate's Best-Loved Brand Hardcover – June 9, 2008


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Product Details

  • Hardcover: 352 pages
  • Publisher: Wiley; 1 edition (June 9, 2008)
  • Language: English
  • ISBN-10: 0470725249
  • ISBN-13: 978-0470725245
  • Product Dimensions: 6.9 x 1.1 x 9.9 inches
  • Shipping Weight: 2.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #1,967,801 in Books (See Top 100 in Books)

Editorial Reviews

Review

"...sumptuous yet serious book...Fascinating and fabulous, you can't help but enjoy the glorious ride that is Cadbury's Purple Reign" (The Marketer, November 2008)

From the Inside Flap

A unique expose of the Cadbury story that provides an unprecedented insight into the development, sustenance and modernising of an iconic brand. it is a story of bold initiatives, endurance and adaptation.

In the UK, Cadbury is today a clear market leader, not having suffered the fate of other 19thcenturypioneer consumer brands, such as Pears Soap and Camp Coffee Essence - still around but rarely in our shopping baskets. The focus on quality ahead of everything else, coupled with innovative marketing and selling approaches, put the Cadbury brand into not just the minds of millions of consumers, but their hearts.

However, it has not always been smooth sailing. Competitive initiatives, retail changes and media revolutions are not new phenomena, but have occurred throughout Cadbury;'s long history. We see how the Cadbury brand evolved as new challenges, which could have derailed Cadbury's progress, were met.

The Cadbury brand has also triumphed outside of the UK in commonwealth markets, but elsewhere it has largely struggled to make the same impact. The globalisation challenges of today are illuminated by examining Cadbury's successes and failures beyond the British Isles.

Illustrated with fact, anecdote and beautiful images from Cadbury's archives this book provides the reader with insights into one of the world's great brand names. these insights can be readily applied to build and maintain brands through the turbulent market conditions facing consumer businesses today.

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Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Adrenalin Streams on March 15, 2009
Format: Hardcover
I normally shy away from books about companies, as they have a tendency to be poorly written and self-congratulatory in tone. However, Purple Reign is a fascinating book, very well written, and the pro-company angle is not so strong that it turns you off reading. For someone interested in learning about how a business can sustain and re-invent itself over more than 100 years, this book is a must. It is a tale of initial invention followed by product refinement, the power of marketing and brand building and, finally, of how to survive in an increasingly competitive world. The sections on how Cadbury's survived the two World Wars and various depressions are particularly good, as are stories of taking over other businesses who have fallen by the wayside. A really good read.
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More About the Author

John Bradley was born in Lancashire, England in 1957. He spent 24 years marketing chocolate bars for Cadbury in the UK and then Canada before leaving the corporate rat race for good in 2003.

His latest book, "Fry's Chocolate Dream: The Rise and Fall of a Chocolate Empire" is John's second venture into the chocolate industry, the first being his complete history of Fry's great competitor and then sister company: "Cadbury's Purple Reign", published in 2008. Fry's Chocolate Dream tells for the first time the amazing story of one of the great innovators in the chocolate world and their subsequent struggles to compete with the ruthless Cadbury Bros.


John has also co-written with Greg Thain, "Store Wars: The Worldwide Battle for Mindspace and Shelfspace, Online and In-store", completely updates and expands a book first published in the mid 1990s examining the complex battle between brand manufacturers and retailers, and how that battle has now spread globally and into e-Space.

His second book, 'The Foul Bowel: 101 Ways to Survive and Thrive With Crohn's Disease' was published in December 2010, based on his own experiences in living with the illness. To learn more about 'The Foul Bowel' and download as free copy of chapters 1-3, please visit www.foulbowel.com



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Cadbury's Purple Reign: The Story Behind Chocolate's Best-Loved Brand
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