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From the container that carries the product to the text and image adorning it, package design is critical to the overall success or failure of your brand. This book takes you through the supermarket aisles of package design from meeting with the client to delivering the final product, with a full chapter devoted to US law (which will eventually dictate some of your packaging direction, like it or not). Includes a useful glossary of brand and production terms in the back. Also by the same author: Branding at the Digital Age (Meyers, Gerstman). (RR, May-01) |
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Like a male bird in mating season, appearance is half the battle in attracting your market to your brand. This book addresses the usual branding issues from attracting and retaining customers to pricing your product or service, reducing costs and protecting your mark, all from the perspective of your brand’s aesthetics – or “look & feel” as it’s known in the industry. An interesting book, but the blatant self-promotion by Tom Peters in the foreword is shameful even by the industry’s standards. Also by the same author: Build Your Own Garage (Schmitt & Brown). (RR, May-01)
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Iacobucci compiles essays on marketing from marketing professors at Northwestern Kellogg’s Graduate School of Management – a leading academic source on marketing.
These individually authored chapters offer no cute titles and clever TM’ed terms, just the straight facts on branding for those looking to find a classroom in a book. With preface by marketing expert Philip Kotler. Also by the same author: Kellogg on Integrated Marketing . (RR, May-01) |
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Branding is so much about emotion that it seems a little redundant to call your book emotional branding, since any other kind of branding kind of misses the point. That said, Gobé competently lays down an argument to remind us that it’s all about the emotion and how to make sure you’re leveraging that to its optimal level at all interaction points – including the web. Also by the same author: Citizen Brand. (RR, May-01) |
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Anybody who has ever stood at a counter waiting to buy something while the service person answers the telephone knows full well that companies neglect their current customers in the mad-dash search for new ones. Consider this: customer retention is a tricky task but actually winning them back once they’ve left is even more difficult. Griffin and Lowenstein urge us not to give up on those who walk. This book tells you how to turn that customer around and welcome him back for good. (RR, May-01) |
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This little book provides a short, sweet look at brands that have seeped into our lifestyle and informed our cultural worldview. Perhaps because it was written not by an ad exec or a brand specialist but by a curator who specializes in woodwork, the text is clean of doublespeak and the 40 product analyses are refreshingly to the point. Depending on the brand, we either get a tutorial on why the package design works, a study of the brilliance behind the advertising campaign or an illumination of the marketing strategy involved overall. (RR, May-01) |
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If the title of this book frightens you, don’t be fooled. It’s the gutsiest part of the book. We’ve been hungering for a brand book that deviates from the typical dry business-speak monotony…but this book on brand alignment is a bit, shall we say, flaky. If chapter headings like “enter the spirit world” and “keeping karma” and cocktail-napkin-inspired diagrams labeled things like “psychic triangle” and “virtuous circle” make your crystal hum, then this is the book for you. Go on, “convolve and grow” and, like, be your brand, man. (RR, May-01) |
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Co-editors Blackett and Robins compile a compendium of all-you-need-to-know about pharmaceutical branding from industry experts on subjects such as name development, direct-to-consumer branding, country-specific regulatory issues, trade mark protection, alternative medicines and nutraceuticals, package design, and switching status from doctor prescribed (Rx) to over the counter (OTC). Also by the same author: TradeMarks (Blackett). (RR, May-01) |
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What is 4-D branding? It’s the idea that branding has a functional, social, spiritual and mental dimension. If you can differentiate your brand on each of these levels, you’ve attained “brand mind space,” dramatize the whole affect and you’re a “killer brand.” With a short foreward by Richard Branson, Gad explains how to prepare your brand for the future and grow it into a killer brand. (RR, May-01) |
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In research studies carried out in the US and UK consumers are likely to go for a brand that supports a good cause if price and quality are comparable. This book outlines why CRM is a worthwhile investment and how to go about choosing your own good cause to align your brand with. But pity the brand owner who chooses an inappropriate or unrelated cause; good intentions can backfire if the public deems an association suspect or creepy. Many good examples of both good and bad CRM as well as a compelling case for engaging in this admirable effort. Also by the same author: Brand Manners (Pringle, Gordon). (RR, Apr-01) |
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Brand Manners
By Hamish Pringle & William Gordon
John Wiley & Sons (2001)
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From customer to employee, a brand message is only as good as the people who understand and embody it. There’s no use telling the public how great your service is if they don’t experience it themselves at every point of interaction. Written in a self-help style, this book urges brand owners to take a charismatic approach to instilling brand values in their employees and inspires customers to evaluate purchasing decisions to reward responsible brand owners. Also by the same author: Brand Spirit (Pringle, Thompson). (RR, Apr-01) |
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The main message of this book is to watch your assets. And your most important asset is not your product or service, but your own unique brand. After all, you could be distilling the tastiest vodka in the world but without a strongly defined brand image it’ll lose out to Absolut every time. Your brand is your golden egg, and therefore, you should nurture and grow it for all its worth. But how does one determine the value of one’s brand? And how can one convince others of this value? This book lays out the process necessary to assess and advance your brand’s value. Also by the same author: Building the Brand Driven Business (Davis, Dunn). (RR, Apr-01) |
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Another proponent of what has become a deluge of book themes urging readers to take an organic approach to corporate identity. Ind ties together the brand owner’s internal and external communication efforts to convey a complete picture of the overall brand. And let’s face it. How many of us are aware of our company’s brand strategy or intent? If employees don’t understand the brand and individual departments are all promoting different brand values, the result is confusion and, ultimately, a loss in customers. (RR, Apr-01) |
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Whether it’s Jack Welsh, Nelson Mandela, or a car rental company, everyone wants to be close to a leader. The irresistible allure of a charismatic leader is enough to get people elected, ideas advanced, and brands promoted. But what makes a good leader and how can one improve one’s leadership ability? Well if you haven’t got it naturally, you could start by reading this book. If nothing else, you’ll be inspired by the tales of great leaders and the challenges they faced. (RR, Apr-01) |
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As the title alludes, this book promises to show you how to direct market your brand, and ultimately how to attract and retain loyal customers. Like the million of books before and after, this book is useful as long as your endurance for books on this theme hasn’t run slack (perhaps it’s just reviewer fatigue). Includes helpful action plans in the back for implementing suggestions offered in the book. (RR, Apr-01) |
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Temporal has a huge market to conquer, as he must be well aware after having spent the last 14 years living and working in the region. The phrase "Made in Asia" alone carries a negative brand association the size of China. This book is for Asian companies that dream of hurdling that perception and taking their brand national or even international. In illustrating his topic, Temporal uses less familiar Eastern case studies, which makes interesting reading for a Westerner as well. Also by the same author: Hi-Tech Hi-Touch Branding (Temporal, Lee), Romancing the Customer (Temporal, Trott). (RR, Mar-01) |
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Good writing is a skill that will get you everywhere. From the school essay on a book you’ve not read to your C.V. thirty years later, the written word is your calling card – your introduction and your leave-behind. And if you’re involved in some sort of sell (call it branding, call it a love letter), you’ve lost your reader unless you can hook him with the first line and hold him through to the end. This book offers a big step up from your grammar primer with stunning examples of brevity and wit as well as humorous examples of words gone bad. Also by John Simmons: The Invisible Grail, Telling Stories. (RR, Mar-01) |
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All aspects of a company’s interaction with the client demonstrate its brand promise. From the conduct of its employees to the product or service it offers, the company promotes an image, which the client absorbs to form an overall picture of the brand. For this reason, integrated marketing is an absolute necessity for any company. This book details the reasoning behind it and offers methods for applying integrated communications within your own company. Written in Dutch. (RR, Mar-01) |
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The pen is mightier than the sword and Simmons delights in showing us how mighty it can be. His obvious love of language and meaning is conveyed on every page of this spare, simple book. Using examples from everyday life (ads, signs, packaging, interviews), Simmons illustrates the power of words and instructs the reader on how to hone his own craft. Expanded on in Simmons’s recent release We, Me, Them & It (Texere). Also by John Simmons: The Invisible Grail, We, Me, Them & It.(RR, Mar-01) |
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TradeMarks
By Tom Blackett
MacMillan Business (1998)
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This slim but thoughtful volume outlines all the basics behind trademarking. Starting with what is a trademark and moving to naming, testing, registering and protecting your mark, Blackett then expands to managing and growing your brand equity as well as valuing and protecting your brand – all in the context of trademark considerations. Also by the same author: Brand Medicine (Blackett, Robins). (RR, Mar-01) |
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We all know it takes longer to be brief, and we definitely know that it’s scary to pare down our point to the basic. Why? Because we’re afraid we’ll discover we have no point in the end. Not that it helps to plaster our meaninglessness with words, charts, and pretty colors. Jensen urges us to revisit our intent, clarify the points and devise a communication method that is simple. And in simple, straightforward language, he provides us with the tools to get started. (RR, Mar-01) |
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From the tie in to the buy in, No Logo charts the steady rise of corporate involvement into every crevice of our lives and notes the increasing, if sporadic, resistance against it. Klein warns against the effects of a culture where corporations are too closely affiliated to truly take a stand or draw a line for fear of damaging their priceless cachet…the brand. Should be read by anyone practicing brand development and management in the new millennium. (RR, Jan-01) |
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For those whose roles involve forecasting economies, industries, market segments or product lines, this book attempts to quantify the elusive efficacy figures of marketing and sales activities. The book uses the Average Recession Recovery Model of Robert McLaughlin to sort through cycles, trends, and turning points, and create a continuous data series of simple patterns of change that are practical and useful in forecasting. (RR, Jan-01) |
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The basic rules of marketing but instead of the same five case studies usually trotted out (Avis, Coke, Nike, etc.), McMath and Forbes use amusing tales of brand failures to prove a point. Not just a loser’s list, the authors do explain the techniques involved in positioning a winning brand and the reader has a laugh in the process of learning. One bit of advice, don’t end up in the next printing. (RR, Jan-01) |
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Operating under the premise that clever ideas generate press and word of mouth – two invaluable tools for effective branding – Bond and Kirshenbaum come up with inventive methods for getting beyond the consumer shield. This may be a booklong self-congrats opportunity to recount the duo’s great ad campaigns but it’s excused on the merits of their work. (RR, Jan-01) |
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Street Trends
By Janine Lopiano-Misdom & Joanne De Luca
Harper Business (1998)
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Two who spot trends for large brands, such as Reebok, Levi’s, & Pepsi, to identify where we are heading and what seeds will spawn great movements. Big on what’s going to happen (or already has since publication) but a bit weak on exactly how to sift through the chaos to spot the next big pop for oneself. (RR, Jan-01) |
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International marketing authority Kotler teams up with arts management professor Scheff to deliver a sourcebook of marketing strategies for music, dance and theatre. The book explains how to attract and retain an audience without compromising artistic integrity; balance fundraising allocations for optimal operating; and collaborate across disciplines to maximize contributions. For anyone involved in performing arts, from promoters to fundraisers to board members, this is a focused guide in a crowded field of general branding books. Also by the same author: Kotler on Marketing (Kotler). (RR, Jan-01) |
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A whole industry is happily reminding hyphenated Americans of how valuable their heritage is no matter how remote or forgotten it may be. There has long been a movement to court ethnicities in the US and it has spawned an array of ethnic marketing experts. Cultural targeting can be lucrative as it attracts a niche but loyal market with whom to tailor your product. The book is more descriptive than instructional and is US focused, but it’s interesting and one of the few brand books dealing with this US$2 billion a year industry. (RR, Jan-01) |
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Stripped down to the bare bones of marketing techniques to attain the look and feel of a travel guide, this book offers straight talk on the essentials of marketing from budget planning to show time. Particularly glance-worthy is a section titled the 10 Commandments of Copyediting. A useful desk reference to avoid a dressing down by your seniors. (RR, Jan-01) |
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As ethnic groups grow prosperous, businesses do well to take notice. The challenge is to adapt marketing efforts to include minorities and embrace diversity, while avoiding stereotyping or gross generalizations that will actually lose an audience. The book offers a particular focus on the ‘net where one can best concentrate material for a highly selective niche. (RR, Jan-01) |
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A basic marketing textbook, written by academics, with a focus on the standards and trends peculiar to the Asian market. The book warns against cultural misunderstandings such as those that may arise between boss-employee relations or those that occur when the efficiencies of one country do not translate as such to another. For those looking to do business in these regions or the armchair anthropologist looking to understand the Asian Pacific consumer. (RR, Jan-01) |
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Tens of billions of dollars are spent on e-travel and this figure can only grow as many of us are too busy to consult with a travel agent in realtime much less make the flight itself. Sweeney tailors her book specifically for the tourism market and answers questions on how to design a site, attract consumers, manage contact lists, attain search engine prominence, advertise online, and extend the relationship to repeat business. In other words, everything you need to know to market your tourism business online. (RR, Jan-01) |
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As much a book on logic as on getting your words down on paper in a way that makes sense and compels the reader to go forth, this book is a must read for anyone who wants to improve his/her rhetoric. Selling your plan to upper management, completing a course in marketing, pitching a client? Minto's left brain approach to a right brain activity will enable you to structure and organize complex thoughts into an argument that is sound, persuasive and, above all, heard. (RR, Jan-01) |
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An essential for any brand manager’s bookshelf, Kotler gives us his expert insights into the field of international marketing. Despite his tenure as a Professor at Kellogg Graduate School of Management, this book is neither academic nor dry, and yet it still manages to be instructive – like a one-week executive course without the fluorescent lighting. Also by the same author: Standing Room Only (Kotler, Scheff). (RR, Jan-01) |
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Levinson’s been covering guerrilla techniques in a series of books from financing to advertising, tradeshows and teleselling. This offering is a simple how to get noticed in the cluttered landscape – perfectly readable but not many original insights. Of course the author would probably wonder why, if it’s so simple, most of us consistently get it wrong. Warning: if corny puns make you itch, avoid this book. (RR, Jan-01) |
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Brondmo addresses two challenges of the Internet marketer: attracting an engaged customer base with a media tailor-made for attention deficit disorder junkies and gaining one-on-one relationships in a coldly-electronic, anonymous forum. With these challenges in mind, Brondmo explains how to direct market; breakthrough spam clutter and get read; manage your contact list for optimal usage and avoid damaging your brand by annoying non-users; and measure your impact overall. (RR, Jan-01) |
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