Kein & Aber50 Models of Success
It was a tough challenge – how
to stand out from the other thousand books in store? To monopolise readers’ attention, walker created several different book jackets for the same title, giving the POS display a visual
hook with which to draw the customer closer. Each book sleeve bore the headline: If you know you want this book, then it’s probably not for you. Did it work? Kein & Aber sold
100,000 copiesand sold publishing licenses to 27 countries. Turnover of the book reached 2.7 million Swiss francs. Or to put it more succinctly: yes.