"With its comprehensive manual, Braun permanently advanced its corporate design and defined it for everyone involved. Any kind of superficial emotions, affective advertising, hero worship or ornamentation were avoided. In this in-house brochure dating from 1989, the right (left) and the wrong (right) ways to approach things were illustrated. Truth instead of manipulation, product focus instead of obfuscation, information instead of entertainment and finally, here too, perfection right down to the smallest printed detail."