Product Description

A unique expose of the Cadbury story, providing an unprecedented insight into the makings of an iconic brand.

Cadbury′s Puple Reign for the first time tells the in–depth story and definitive history of the Cadbury brand, and how it came to be the world′s pre–eminent chocolate brand. It presents a no holds barred account of the rollercoaster ride the organization has experienced that has, ultimately, led to its success. It is a story of endurance, where, in the UK, Cadbury is a clear market leader.

This fascinating journey that has been the history of Cadbury makes it an ideal example with which to illuminate the story of consumerism.  The company was established even before there were a mass of consumers to sell to, and was at the forefront of many of the developments which facilitated the rise of mass markets:

• Putting product quality at the heart of the brand.
• Harnessing the miracles of the Industrial and Transportation Revolutions to drive explosive growth
• Industry consolidation via mergers and acquisitions to cement critical mass
• A radical approach to harnessing the potential of its workforce to create the most effectively run company in Britain
• The virtuous circle of economies of scale which slashed prices and brought chocolate to the masses
• Innovative marketing and selling approaches that put the Cadbury brand into not just the minds of consumers, but their hearts. 

Illustrated with fact, anecdote and beautiful images from previously archived material, this book provides the reader with an unprecedented insight into one of the world’s most iconic brands. These insights will help any consumer business that aspire to build longevity for their brand with lessons on how to better endear itself to consumers, and how to turn that relationship into profitable sales.

The book has the full backing from Cadbury and chairman Sir John Sunderland provides the foreword.

Product Details

• Amazon Sales Rank: #68425 in Books
• Published on: 2008-04-21
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 352 pages

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)

Review
“This is a cracking, well–illustrated read stuffed with real–world business dramas…great book.” CNBC European Business July 2008

“…the definitive book about the company’s rise from a Birmingham shop to the 21^st century’s pre–eminent confectionary brand.”Sunday Mercury, Birmingham 11 May 2008

“This laudable opus will have you drooling over every word... This is the best book I have eaten in ages.”IrishNews.com Friday 30 May 2008

“The illustrations are stunning…John Bradley’s accompanying prose is a solid business history of the firm, peppered with interesting details.”The Times Books Saturday 12 July 2008

"...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.

Customer Reviews

A fascinating and glorious account of the delicious cadbury brand!
I have to admit, I bought this book in a bookshop rather than here on amazon which is unusual for me. The reason why is that until you actually pick up, hold and look inside this book, you can't really fathom how spectacular it really is. The cover itself makes you want to go out and buy a bar of cadbury chocolate. The book itself is quite weighty and lends itself to any bookshelf or coffee table. The illustrations and image archive material are fascinating including all the old 'glass and a half of milk' adverts; pictures and illustrations on each and every page. But the best thing about the book is the unique insight and historical background the author gives the reader about Cadbury. In a nutshell, everything you need to know about one of the most trusted and recognised brands in the world. From the first emergence of the brand, through the war years to it's prominence in the UK and overseas. Worth every penny as a present, a general read, a business reference book or just one that you pick up now and again. Love Cadbury? Love stories about great brands? Then buy this book.

A fascinating tale
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.

A mouth watering read
A fascinating insight into the story behind the success of one of Britain's best loved brands. This book combines valuable lessons on how to build and sustain a brand through changing market conditions. It also captures the essence of what is a truly unique business.