Dyson: The Domestic Engineer - How Dyson Changed the Meaning of Cleaning (Great Brand Stories S.) - Softcover

As one of the most inspiring stories in business today, Dyson’s improbable success is retold here as a celebration of a brand that has become a symbol of great 21st century innovation and design. Driven on by its revolutionary bagless vacuum cleaner, Dyson has swept aside the iconic Hoover brand in many countries and generates $5 billion in worldwide sales. English inventor James Dyson and his crew are regarded as strong business protagonists, fighting to uphold their ideals and vision in a business environment more prone to nurturing the smooth corporate path of most big brands. Dyson’s story details the extraordinary risks they have taken—and will likely take again—in order to become and remain a market leader.

Iain Carruthers is a brand consultant, researcher, and former director at Interbrand, the world’s largest brand consultancy, where he worked with leading organizations on their branding projects. He is the author of How to Move Minds and Influence People.