The book is not the important part. The book is the delivery system. The important part is the story and the talent.
Stephen KingOne can often trace the sources of a brand personality - here it is the advertising, there the pack, somewhere else some physical element of the product. Of course, the personality is clearest and strongest when all the elements are consistent.
Stephen KingBecause things like this you can only ssay once. And you either get it wrong or right, it's the end either way, because it's too hard to ever try to say again.
Stephen King