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A round up of lessons told through the experiences of Saatchi-ite Newman. Interesting chapter on positioning, reprints of droll advertising campaigns, amusing but insightful anecdotes. For the brand manager this is an opportunity to see what advertisers have in mind when they set out to implement the brand platform. (RR May-04) |
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For all of Brown’s bad-boy rock-and-roll marketer posturing bluster, this book can be boiled down to one simple idea: Get something consumers want and then only give them a little bit of it. Through myriad interesting examples Brown schools us in the development of “marketease,” or the strategy of tormenting consumers by not giving them what they want. Brown’s at his best when disparaging conventional marketing wisdom. His most inspired observation, regarding marketing history, is the way in which companies screwed themselves in the long run by going overly customer-centric early on. (AS, May-04) |
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Feig goes straight to the heart of marketing professionals and students alike, reminding them that marketing is more than being the lowest priced option, but also about building a relationship with customers based on their perception of the brand; perceptions that are best influenced from the heart. A great read in a world where price discount promotions seem to be the most popular marketing tool. (KK, Apr-04) |
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Increasingly, the architecture of a business’ organizational culture is important in attracting and retaining employees and building the intellectual capital of a company. At a time when there is so much talk on building brand culture this book hits the spot. A good book for CEOs. (KK, Apr-04) |
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Why do some ideas, behaviors and products catch on like a virus, while others do not? From syphilis to Blues Clues, Gladwell suggests there is a single instant at which an idea is contagious. High on theory and social behavior, The Tipping Point allows us to look beyond the normal rules of marketing and delve into a new way of selling the brand based on consumer behaviors and popular culture. (CB, Apr-04) |
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Fast Food Nation is a controversial and revealing road trip through the Fast Food industry. Eric Schlosser takes us back in time to the first roadside burger joint in California and into the slaughterhouses of Colorado today. On the way, Schlosser exposes the brands’ raw sides: how they alter our landscape, run small businesses out of town and change the way we eat, live and work. Extremely well researched and chock full of facts that are sometimes hard to digest. After reading it, you might think twice about stopping in at the McDonald’s drive-thru. (CB, Mar-03) |
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The Economist gathers together a group of branding consultants, journalists and academics to argue the merits and practices of tending to your brand. Although the book does not cover a lot of new ground generally, it does collect a tidy comprehensive look at many of the major areas of managing a brand. Structured as a set of standalone essays, the reader can pick and choose what interests (a chapter that will appeal to many attempts to explain the why and how of brand valuation). (RR, Feb-04) |
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The new consumer here is not the customer you do not yet know, it is a suggested trend in the customer landscape as a whole. That is the author identifies a new kind of consumer, one who is “active, knowledgeable and post-modern.” She urges the marketer to get with the new trend in consumption and learn to reach out to this new consumer type. It’s an angle but the basic marketing and branding techniques still apply. (RR, Oct-03) |
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The idea here is that by using less, one can create more. As much a social commentary on how our art – both commercial and non – relates and responds to our surroundings, Ramakers, one of the co-founders of Droog Design, explains the context in which these inventive, mostly functional (retail space, furniture, appliances) designs originated and exist. (RR, Oct-03) |
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Why do some people sleep out on the sidewalk for an opening of their favorite store? Pay five times as much for a cup of coffee? Ask for a clear tasteless liquid by name? Apple, Starbucks and Absolut spark fervent loyalty in consumers, and it’s not all due to size, quality, legacy, sales volume, location or promotion. Although one can apply the same principles as these brands, it’s not easy to bottle the winning formula. Vincent recommends crafting a compelling story to win the hearts of your audience. (RR, Nov-03) |
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Conquering consumer space is not necessarily retail space (although Solomon does cover that) but rather the space in the consumer’s mind where he subconsciously decides on what to do, eat, see, buy next. The overall message here is to communicate and include your audience in the brand. The more in control or involved the consumer feels, the greater his loyalty to the brand. Well written and, taking his own advice, Solomon speaks directly to the reader, putting theory into a real life context. (RR, Nov-03) |
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Basic but comprehensive instruction on managing and growing your brand in the usual online and offline channels. Well organized for quick comprehension; includes checklists to see if your brand is ready to go global, well positioned for an ad campaign, has an identity to work with, and a helpful “troubleshooting” chapter. Good place to start if you are still trying to wrap your brain around brand management. (RR, Nov-03) |
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Former Kellogg School prof Applbaum dissects marketing and marketers with the rigorous methodology of an anthropologist. Lawyers can debate Kant's Philosophy of Law, historians have Aron's Philosophy of History, now Applbaum provides marketers with a unique epistemological research of their own profession. The first half of the book details the scope and cultural logic of marketing, illustrating managerial strategies and assumptions about consumers and their needs, and about competitors, globalization, and organizational constraints. The second half explores the origins and historical impact of marketing. It substantiates the observation that marketing may have significantly shaped the capitalist environment from being a "mere collection of markets" to a rational process for the delivery of products and services. Thought-provoking. Comprehensive bibliography. Must read. (VG, Jan-04) |
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Good questions, succinctly answered in plain terms. The questions (and answers) get increasingly more complex the further into marketing Smith delves. Includes “what is marketing,” the meaning and importance of segmentation, the difference between strategy and tactics, and the idea behind integrated marketing. Refreshingly uncluttered by jargon with an equally plainly written glossary at the back. Good as a reference book to anyone working in marketing and also to a beginner who needs to fully comprehend the field before tearing into the application. (RR, Nov-03) |
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Subtitled “Getting graphics right for hard-to-design spaces” this book deals with the frustration and exhilaration of working in unusual shapes like uniforms, snowboards, promotional gadgets, compact discs and stamps. Most of the examples are highly designed products – no tacky packaging of the average consumer products variety. (“Extraordinary” might better characterize graphics for products that are not already highly stylized like motor oil, tires, cleaning detergents.) Background on the process accompanies each product. (RR, Nov-03) |
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From the brush-inspired identity of Chromos paint to the colorful, playful identity of Galáctea 7, Cullen describes why these identities work. Always fascinating to see how designers solve the problem of conveying a complete identity in one word mark. More descriptive than instructive. Good international mix. (RR, Nov-03) |
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Our reliance on visual literacy is increasingly apparent from the mundane world of airports, brands whose logos transcend their names (Nike, VW, BP, Playboy), text messaging, and bar codes to the more urgent matters like marking hazardous material for now and future civilizations or explaining medication usage without words. This book is fascinating, however the cluttered page layouts seem intentionally confusing; signs lie on top of background images, making it difficult to know where the image starts and the signs end. (RR, Oct-03) |
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A reference book in pictures and symbols, depicting concepts such as thankful, exhausted, dirty, contagious, sensual and yearn. Each word includes a translation in Spanish, German, French, Italian, and Japanese and is indexed in the back by language. Interesting reference for sparking the imagination but may be a bit culturally based (Honesty shows a picture of Abe Lincoln) and may be a bit perplexing. Dirty includes a picture of a fly, a rat and a dumpster but then also an elephant? Healthy shows a pig.
(RR, Nov-03) |
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Setting up shop requires more than a product and location. There is a reason some shops are busy while others stand empty – and it’s not just about price and product. This book explains how to set up your retail outlet and then how to manage it going forth to ensure the best experience for your customers. This includes recognizing trends or shifts in shopping habits, capitalizing on available technology and differentiating your shop from the others on the street. (RR, Nov-03) |
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Despite a brief introduction this coffee table sized book comprises beauty shots of packaging solutions in bags, boxes, cans, bottles. Very brief descriptions accompany the images with credits to the agencies and designers. For inspiration, ideas. (RR, Nov-03) |
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UK television presenter McFarlan has basically written a self-help book for the poor communicator. A pink elephant (coined by the author) describes those moments when a speaker inadvertently sends the exact opposite message he intends. The author urges us to keep it simple, avoid jargon, try to remain polite, and then when the smug clever retort slips in, remember to apologize. Interesting anecdotes and a passionate attempt throughout urging us to clean up our speech and writing to more accurately reflect our point. Occasionally overstates his point with excess bolded text and repetition. (RR, Oct-03) |
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What do people want in a petrol station? Clear signage, clean toilets, easy payment options. These elements have been obvious to most of us since our first road trip. It may be hard to get the public to really love a petrol station, but those functional benefits combined with emotional aspects can make the visitor feel more comfortable and give a quick-stop the edge over its fellow roadside attractions. Minale travels the globe to bring us an exhaustive look at everything from architectural layout to signage and uniforms from Afriquia and BP to Petronas and YPF. (RR, Nov-03) |
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This is a general book on branding from growing to measuring with special focus on techniques to expand your brand’s reach through areas such as sponsorship or cause related marketing. Heavily focused on the sponsorship of sporting events, case studies include Samsung, Guinness and Coca-Cola. Slathered in consultant speak and jargon. (RR, Oct-03) |
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Another self-help book for the brand called you. This one peppered with the adventures of Gross and his companion Buns, who are frequently learning the lessons of self-branding in life’s encounters. It sounds corny but it’s readable enough for anyone trying to make a personal impression or build a small business brand. (RR, Nov-03) |
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This book opens with a very basic, but easily understood explanation of the terms and elements used in type and form. Thomas then offers 24 examples of logos, symbols or icons, explaining the project from brief to solution with plenty of examples of the original, explorations and final choice. From corporate entities like Bank of America and Audi to organizations such as the Presbyterian Church, Thomas gives us brief descriptions of what the artist was hoping to convey and why it did or didn’t work for the final choice. (RR, Nov-03) |
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Logo Lounge
By Catharine Fishel, Bill Gardner
Rockport (2003)
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The first part of this book showcases agency work for client identities (Madonna, TiVo, City of Hong Kong), with multiple beauty shots and designer descriptions. The second half is pages of logos, 20 to a page, sorted by descriptive tags (nature, sports, calligraphy, food) with no description other than the agency and the client. (RR, Nov-03) |
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Hello Kitty
By Ken Belson, Brian Bremner
John Wiley (2003)
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A long case study of the cat with no mouth, long a favorite character of Asian kids and young women. From Kitty’s creation to the culture craze to co-licensing to criticism this evenhanded approach exhausts the lives of Hello Kitty. For some reason the cat in question is missing from the book in image form; she appears just once on the back cover with the authors. (RR, Oct-03) |
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Nothing sells like nudity. From the massive thighs of Leonda Jarcaw illustrating cigarette ads in the late 1800s to a man with his head buried in another’s lap to advocate safe sex a hundred years later, the history of sex in American advertising is revealed in this book. The book covers early eroticism, a whole chapter on selling jeans in the eighties, Abercrombie & Fitch’s acceptable peddling of porn for adolescents and perfume and liquor hawking. Not a glossy, so if you’re relying on this book to enhance your lunch hour, be prepared to read a lot and look at black and whites. (RR, Oct-03) |
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The encyclopedia covers agency histories: ACNielsen, Burnett, Contrapundo, Dentsu Inc.; brand or advertiser histories: Apple, Barilla, cigarettes; biographies: Arledge, Bravo Navalpotro, Della Femina; and theory and methodologies of advertising: comparative advertising, cultural imperialism, e-commerce. Text heavy with a few illustrations. (RR, Nov-03) |
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More of a reference book than a cover-to-cover read, you can leave this on your desk and refer to it time after time. Covering the whole of identity work (naming, logos, uniforms, signage and communications material), anyone embarking on building or changing an identity should use this book for each stage to understand the project. Smartly written, cleanly laid out, helpful term descriptions and examples, with a reference for measurements in the appendix. (RR, Oct-03) |
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The Internet makes it harder than ever to protect your intellectual property. Murray shows you how to monitor your brand’s presence on the web, what to do when you think it might be used inappropriately and how to prevent future abuses. Includes an ever helpful Cease and Desist form letter, list of domains and a glossary. (RR, Oct-03) |
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An update from the Cool Brands team (this time joined by a few women in the panel), this book of case studies covers much of the same territory of the 2002 edition. Different pictures (mostly), rewritten text, some of the same judging panel… The only reason to own both would be to see who is no longer “cool” on the British brandscape. That would include adidas, Apple and Virgin. (Did someone lose a client account?) And it adds some new ones like, um, Scrabble. (RR, Oct-03) |
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Hill takes up the growing trend that traditional market research (asking the respondent to explain himself or his choices) is not an effective tool for gaining true insight into the unconscious mind of the consumer. Techniques to capture information through other methods than self-reporting (like the facial action coding system) are interesting, but one can argue that they may be equally flawed by the researcher’s interpretation. (RR, Nov-03) |
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A look at Portuguese modernist architect, Álvaro Siza’s body of work mainly through photographs, some drawings and limited text. The work shown is mostly in Portugal and includes a museum, church, corporate building, and pavilion. In English, French, German and Portuguese. (RR, Nov-03) |
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Being able to put together a good proposal is an undervalued skill, which is ironic since it is essentially the first piece of work delivered to the client. If you cannot adequately convey why you should be hired, it may be your last. Some of the points in this book are self-evident, and yet they are so easily the main offenses. The ten true stories at the end will delight (ruefully) anyone who’s ever had the pleasure of writing proposals for a living. Useful for non-profits seeking grants, account executives in BtoB and contractors. (RR, Nov-03) |
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“The concept car is to the production model what haute couture is to ready-to-wear” – a dream that will be beaten into mediocrity by practicality and attempts to reach a broad audience, best illustrated by the 2001 Peugeot Moonster, a car described as “pure visual extravagance – with no possibility of manufacture.” Packaged as a coffee table book, the text is equally interesting and informative. Readers unfamiliar with the process of car design will be delighted by the descriptions of car sculpting; the last section on the future stresses the growing importance of marketing in design decisions. Guaranteed to get your motor running. (RR, 10-2003) |
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