But I’ve read those same five gems in every brand book I’ve been given in the last twenty years.

(Including three last month alone.)

I’ve sat in meeting rooms while brand consultants explained them.

And I’ve been asked to follow them in writing copy for websites and emails.

Course, Vince’s idea of friendship usually ends up with someone spurting the old claret, but, hey, you said you wanted to meet him, didn’t you?

My dear, that was simply the most inexcusable lapse in politesse.

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