Written from the global brand frontline, we see the previously unseen perspective on what it was really like to build ?Dirt is Good? for Omo and Persil globally ? a celebrated case-study in creating global brands with an idea at their very core. We see the real trials, challenges and successes which confront international marketers the world over, told in a very personal and engaging real-time adventure. Each of the ten chapters tells the real-life story of each stage of the journey. At the end of each stage, we see a sharp summary of the real, practical learnings.