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Position, price and promote your brand on the maddeningly slippery Internet. The book itself will be quickly out of date but it’s a good primer to getting onto the web and speaking the language. Best of all it has fresh new case studies. Fiore uses dot coms to illustrate his work, instead of the same 10 rehashed case studies in every other branding book. Also interesting sidebars to accompany the text, and an opportunity to increase your intellectual capital and put your wetware to work with the glossary– guaranteed to have you talking like a nethead in the know at least until the next big wave of jargon hits. (RR, Jan-01) |
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A website is a valuable tool for disseminating one's brand but it is not the only tool and it is not the brand itself. Once that's established, Braunstein & Levine go on to explain the strategy behind using the Internet to extend the brand. Drawing on the word "brand," the authors explain their theory using "heat" (values) and "pressure" (effort behind the marketing) to lay out a basic plan adaptable to the peculiarities of the 'net. (RR, Jan-01) |
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Uncommon sense, but the basic premise of the book is the commonest sense of all: Bad marketing strategies plus bad implementation equal failure. And who makes these bad decisions? According to the authors, ill-informed, know-it-all senior managers who rely on commonsense and avoid simple measures to research or understand their market before making snap decisions. The 100-question checklist will help a non-offender establish the strengths and opportunities of a marketing campaign from a more objective standpoint than personal commonsense. (RR, Jan-01) |
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The manifesto referred to in the title is a method to reach optimal performance through a wholesome, organic approach to communities. With the trigger of the Internet breaking down barriers and creating a one-world, one-resource communication tool, businesses will now have to adopt this new approach or face rejection from both employees and consumers. Written in a casual style sure to appeal to the dot com set. Also by the same author: Gonzo Marketing (Locke). (RR, Jan-01) |
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Cause marketing is that which strives to change unacceptable personal behavior or public policy. Earle includes how to pitch, plan, understand your market, manage your client, and produce TV, radio, print and direct mail campaigns, as well as how to use psycho- and demographics to focus your campaign. Includes interesting case studies and discusses the challenges inherit in cause marketing work such as how to avoid attracting one market while trying to shock another. (RR, Jan-01) |
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As many failed dot coms have probably discovered, launching a marketing campaign without a strong plan based on the traditional rules of marketing will quickly consign you to the dot bomb bin. Zyman and Miller urge us to cut the junk, avoid attempts at being trendy, and scale promotional material down to discover exactly what you can do and why the consumer needs it – in other words the offline approach. Several examples of bad ‘net branding illustrate the points. Also by the same author: The End of Marketing as We Know It (Zyman), The End of Advertising as We Know It (Zyman). (RR, Jan-01) |
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From the pen of the widely respected social observer Charles Handy comes an intelligent, thoughtful collection of essays on the world in which we work and live (and which will eventually kill us). This book is a fascinating read for anyone who is curious and questioning about where we've been and where we are going, and the implications of the changes we may be experiencing along the way. A well-written series, with many pointed anecdotes, fitting historical and cultural examples and much food for thought to nourish the reader. (RR, Nov-00) |
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Using case studies to illustrate basic brand development and management techniques from naming to building brand equity, Marconi outlines the formulas of those who endure (Marlboro, Coke and Pepsi) to those who flop (Ford Pinto, Bartles & Jaymes and Pall Mall). A basic primer on branding in an exceedingly crowded market. (RR, Nov-00) |
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Former Chief Marketing Officer at Coke during the "new coke" fiasco, Zyman sets forth his argument for taking the mystery out of marketing. Along the way he can't resist explaining why New Coke was a sublime success (changed dialogue between consumer and brand, revitalized brand, and re-engaged public with brand). Zyman starts with a barometer of the current marketing strategy and recommends a back-to-basics approach grounded in sound supply and demand principles. Also by the same author: The End of Advertising as We Know It, Building Brandwidth (Zyman, Miller). (RR, Nov-00) |
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The authority on all things branding, Aaker teams up with fellow brand strategist Joachimstaler to discuss brand leadership in a global marketplace. The book uses case studies with brands that are competing on a cross-cultural landscape to illustrate the lessons in the pinnacles and the pitfalls of each. Brand Leadership devotes a chapter to building brands on the Web and the wonderfully unique complexities inherent within. (RR, Nov-00) |
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The lines between home and work, seller and buyer, employee and consumer, etc., are blurring. A successful brand should note this blur and adapt to embrace the new melange of traditionally separate entities. The book is sorted by Desires, Resources and Fulfillment, these being the three basic components of a blur economy, and you can read it in any direction you choose -- which in itself is a clever way of winning the reader over to the blur theory. (RR, Nov-00) |
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Jazz
By Henri Matisse
Prestel USA (2000)
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A master in cut paper graphics, Matisse's work speaks for itself or, rather, leaps off the page in an entire book of work from his brilliantly colorful Jazz period. Originally published in 1947, this work never feels dated or irrelevant. For designers seeking inspiration, diversion or just sheer delight, this book allows a quick consultation with a Fauvistic genius. The joy with which Matisse put paper upon paper is a stunning reminder of how powerful simplicity in image can be. (RR, Nov-00) |
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The staggering fatigue of living under the burden of choice is apparent to anyone who suffers from indecision, or worse yet, apathy. Brand overload is a very real condition, and its proliferation is causing many to simply ignore marketing efforts altogether. What's a brand specialist to do in the face of a consumer public that's choosing to tune out? Four R's -- replace, repackage, reposition and replenish -- are the recommended resolution laid out in this book along with examples of companies who are implementing this simplicity theme and succeeding. Of course, the quickest way to reduce clutter and attain simplicity is not to buy any more magazines and books on how to reduce clutter… (RR, Nov-00)
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Buzz. Even the word is infectious. You either have it or you don't, but one thing is clear: you need it. If you've got a winning product/service and a method for spreading the word you're in the buzz business. So how does one generate buzz? Networking, distributing your message through multi-dimensional channels, and by creating a vehicle to roll-out your buzz to outside networks. (RR, Nov-00) |
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Carter takes a backseat to the images and lets the brands speak for themselves in this high color portrait of many of the world's most recognizable brands. Starting with the top 100 most powerful global brands, the book charts the factors that go into building a powerful brand (e.g., identity, name, logo, package design, etc.). Brief text accompanies the images to provide context, identify changes that have occurred over the years, note strong identifiers, or describe threats that may weaken the brand. Also by the same author: Creativity 29, American Corporate Identity 2001. (RR, Nov-00) |
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From the must-read publisher, Harvard Business Review, a collection of essays on brand management. For professionals seeking intelligent brand strategies from some of the top specialists on the subject. (RR, Nov-00) |
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Small text, big images, this book is a browse through the 'net without the eyestrain or the download delays. A good source for seeing how others work in electronic media around the world and across a spectrum of different industries. The editor doesn't supply a definition of what qualifies as a "cool site" but perhaps hopes the screen captures will speak for themselves. (RR, Nov-00) |
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Competitive Branding is a basic branding guide from a former senior marketer at Nestlé. From the importance of a brand to the implementation of a strategic brand formula, Nilson doesn't break any ground. However, if you're just starting out, this is as good a place as any to begin. Well written, concise and organized, if a bit dry. (RR, Nov-00)
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In marketing high-tech products, the footing is often lost in transitioning from the preliminary early-adopter market to a mainstream market. Moore doesn't recommend any fancy footwork at this time, instead he cautions for a careful plan, one that the whole team can buy into and one that will reduce risk at all costs. And the team is an important component in Moore 's strategy. He urges a many-heads-are-better-than-one approach and encourages all stakeholders, from engineers to marketers to financiers, to read his book. (RR, Nov-00)
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Depending on your tastes, this book is either incredibly readable or painfully groovy. Frankel sets out to give us the straight dirt on branding with no bull attached, and his approach can be seen as a welcome break from the stuffy talk of the traditional business book or it can grate at the reader. However, despite the writing style, the book is an instructive manual on the basics of branding, and his boundless energy and enthusiasm for the subject can be infectious. (RR, Nov-00) |
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You are what you eat, or in branding lingo, your brand reflects your internal workings. Like a method actor who lives, breathes and sleeps his character, a company must do the same with its brand, internalizing it to project a persuasive representation to the outside world. How? By understanding how the brand is influenced by a company's structure and culture, and by using the integrated branding process the authors set out to make this influence a positive one. Also by the same authors: Brand Driven (LePla, Davis, Parker). (RR, Nov-00) |
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The Art Book
By Phaidon Press Ltd.
Phaidon Press Ltd. (1997)
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This small-in-stature, massive-in-mission book lists 500 painters and sculptors along with a representative print of the artist's work. A tidy rendition of the world's defining movements and artists all rolled into a pocket-sized compendium of knowledge. Movements and technical terms are defined in the glossary, along with a directory of museums where some of this work resides. Such a simple concept and yet such a wealth of information, particularly for designers recalling forgotten patterns, clarifying sources and looking for inspiration. (RR, Nov-00)
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EVEolution is the theory that women require different marketing efforts than the traditional (male-centered) method to which they've been subjected. Women tend to know whether a product "gets it," and they'll buy in if they think they are being represented. Popcorn and Marigold explain the multi-dimensional aspects inherent in women's lives, and how branding strategies could encapsulate these complexities to win over this valuable market. An interesting, relevant subject, which at times is completely belittled by the overly cute delivery of the message. (RR, Nov-00) |
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This book is intended as a tool for understanding brand equity, and then creating it, measuring it and implementing it to expand your business opportunities. The book includes interesting briefs on the real-life adventures of select brands to illustrate chapter topics. From "what is a brand?" to building brand equity across market segments -- a textbook for students and managers alike. (RR, Nov-00)
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Managing a successful masterbrand involves continually changing, turning risks into opportunities, and conveying those changes from your internal audience all the way through to your global marketplace. If your idea of brand stewardship entails marketing to the outside world alone, then you are missing an integral part of the picture. To build a masterbrand, one that encapsulates the whole of the company, its services and products, one must align the entire company as well as the outside world with the brand vision. (RR, Nov-00)
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Perhaps a sign of ultimate success at branding, Absolut has convinced thousands of consumers to buy a book of ads, promoting its product. But in the face of such an inventive campaign, who can resist this beautiful collection of the published ads, the Absolut rejects (ads that fell under the editor's axe), and an inside look at how the ads were created. For an in-depth look at the story behind this story, check out Carl Hamilton's "Absolut: Biography of a Bottle" (Texere 2000). (RR, Nov-00)
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Culture critic and editor Thomas Frank purports to rip apart the new economy and disparage any in his way. Self-appointed and self-congratulating members of the ad and marketing world are given a caustic rubdown in an essay dressed up as a long-winded, redundant book. A rant. Worse yet, a rant that's suppose to shock and upset -- which in itself is upsetting since the biggest assault comes at the expense of the reader's intelligence. (RR, Nov-00) |
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Teens, unpredictable, disenchanted, impenetrable and yet oh so tantalizing to marketers for their disposable income and herd mentality. Over 50% of teens worldwide earn their own money, and of course, many have little in the way of dependents or other monetary obligations. How to attract and retain this market at a crucial time when impressions about brands are still being formed? Moses builds a formula for reaching the world's youth, separating enduring values from fleeting fads, and at times, presenting a surprising portrait of this market. (RR, Nov-00) |
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25 opinion-makers, worldwide, comment on the concept and future of brands from each of their unique vantage points. From the top brass at multibillion-dollar corporations to journalists and editors, academics and scientists, filmmakers and athletes, the book captures an eclectic array of speculation on emerging trends and future brand challenges. (RR, Oct-00) |
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The book that spawned a heap of imitators. Learn how to position everything from toothpaste to cars to you. Twenty years on from its first printing, this is still the bible on effective branding. The basic principles remain the same even though at times the examples are a bit dated (supply your own or read Ries and Trout’s newer books, which take up similar themes using more timely examples). The benefit of time allows the reader to note which products have not heeded the warnings and are no longer in top place or, in many instances, not even in existence. Also by the same authors: Big Brands Big Trouble (Trout), The 22 Immutable Laws of Branding (Ries, Ries), The Fall of Advertising & the Rise of PR (Ries, Ries), The 11 Immutable Laws of Internet Branding (Ries, Ries). (RR, Oct-00) |
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The first half of this book outlines seven principles for effective naming and the second half deals with taking the brand name and extending its promise into every part of the product or service to achieve an "omnipowerful" brand. At times reading more like a beach novel than a business book, Delano pays homage to the naming process and dispels any lingering doubts that a name can be borne in isolation or drummed up in a brainstorm meeting minutes before launch. (RR, Oct-00) |
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Clark takes a critical look at traditional co-op advertising and trade marketing and deems it inefficient, expensive, off message, and detrimental to the brand building efforts of both parties. Co-marketing, on the other hand, strategically aligns brand promotion between manufacturer and retailer to ensure the message is consistent with the branding goals of both. Anyone who uses distribution and channel partners to bring a product or service to market should study this co-marketing approach to implement successful brand building between partners. (RR, Oct-00) |
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Find your opponent's Achilles heel (in sharks, it's the eyes) and strike. This book tells you how to stay afloat as a little fish in a crowded pond. Using examples from 40 of the last decade's most successful brand challengers, Morgan provides a game plan for getting out from under the shadow of a number one and swimming on your own. By the end, you aren't just rooting for the little fish, you're also wondering if he's having more fun. (RR, Oct-00) |
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Father and daughter team up essentially to bring the original Positioning (Trout & Ries) up to date, including current but similar case studies and the trademark bite-size chunks that aid in digesting the material in a crowded field. If you've read Positioning or Trout's The New Positioning then this probably won't enrich you further. On the other hand, Ries keeps citing examples of poor strategies among many of the major brands, so maybe we all need to reread this book. Also by the same author/s: The 11 Immutable Laws of Internet Branding, and The Fall of Advertising & the Rise of PR. (RR, Oct-00) |
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Chosen to illustrate management from the branding arena is the irrepressible Richard Branson whose ten secrets run the gamut from edgy chutzpah to failsafe basics. Always an engaging subject, Branson doesn't just encourage the reader to take on the world, he makes it look simple and fun. Part of an AMACOM series detailing the success secrets of business legends. Also by the same author: The Ultimate Book of Business Brands (Dearlove, Crainer). (RR, Oct-00) |
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