One hundred years ago, Ernest Hemingway set sail for France, determined to make his name as a world-renowned writer. Conscripted by the Lost Generation literary crew, he cruised to everlasting fame and the kind of fortune few authors acquire. Neither of these was an accident, because Hemingway was a swashbuckling businessperson who intuitively knew where the treasure was buried. Piratical at times, he possessed a set of personal attributes that helped him become a brand-name author before branding as we understand it began. A century on, these attributes are evident in, raise questions about, and provide a maritime metaphor for manifold brands. In a world that has lost its way, Hemingway's Way is the way to go.

一百年前，欧内斯特·海明威启航前往法国，立志成为世界知名作家。他被迷失的一代文学团队征召入伍，获得了永恒的名声和很少有作家获得的那种财富。这些都不是偶然的，因为海明威是一个虚张声势的商人，凭直觉就知道宝藏埋在哪里。有时他很疯狂，他拥有一系列的个人特质，帮助他在我们理解的品牌开始之前就成为了名牌作家。一个世纪过去了，这些属性在多个品牌中显而易见，提出了问题，并为多个品牌提供了海洋隐喻。在一个迷失方向的世界里，海明威的方式是要走的路。