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Imperfections can make people and products more attractive, so what are the implications for brand marketing?

Few bother to read the mass of reviews at the beginning of a novel, but if the book in question is the Wasp Factory, they should. Iain Banks’s debut novel was remarkable not for its contents, but because it included negative reviews in its first pages, such as the following from the Sunday Express:

A silly, gloatingly sadistic and grisly yarn of a family of Scots lunatics, one of whom tortures small creatures – a bit better written than most horror hokum but really just the literary equivalent of a video nasty.

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