It’s better to be interesting than right

In 1870, the founder of Angostura bitters dies and passes the business onto his sons. They rebrand, with one brother designing the label and another sourcing the bottle. Without collaborating, they mistakenly end up with a print too big for the glass. But someone gives them sound advice; make the label your signature. A century and a half later, we d call it a distinctive brand asset. An error…