When I suggest the bow tie is good branding, he demurs. “I don’t believe in branding, I believe in hallmarking,” he says. “To me, the etymology of a brand is ownership: singeing a mark on a cow. When, say, a goldsmith hallmarks something, they are saying: ‘I made this at this particular time and it is a thing of quality and it works.’ That’s what I think we do with everything we publish.”
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