BOOKS
Here are our book suggestions vetted for authentic and relevant content. These are the best of the best in the realm! You can buy these books by clicking the Buy link which will take you directly to the matching title at our associate Amazon.com or Amazon.ca. Keep checking this page for new titles.
The Big Moo - Stop Trying to Be Perfect and Start Being Remarkable
Edited by Seth Godin, 2005
The BIG MOO is an unprecedented collaboration of 33 of the world’s smartest business thinkers, blending their ideas on how you can “remarkabalize” your organization. This all-star team includes Seth Godin, Malcolm Gladwell and Tom Peters among many others. The BIG MOO is about a revolutionary idea—that we should stop trying to be perfect and become remarkable instead. Unlike most business books—every penny of The Big Moo royalties is going to three charities: Juvenile Diabetes, Room to Read, and the Acumen Fund. The Group of 33 tell their stories. Stories that will stick to your ribs, light your fire, and give you flashes of inspiration. Stories about memorable customer service, amazing dedication, daring design standards, and legendary leadership. The Big Moo will help you drive growth and change in your organization, from the mailroom to the boardroom to the front lines.
Buy in Canada
Buy in U.S.A.
Naked Conversations: - How Blogs are Changing the way Businesses Talk with Customers
Robert Scoble and Shel Israel, John Wiley & Sons, 2006
For the past five years, Microsoft employee Scoble has maintained one of the most popular blogs on the Internet. Mixing personal notes with passionate, often-controversial commentary on technology and business, his blog is "naked"-i.e., not filtered through his employer's marketing or public relations department-a key part of its appeal. In this breezy book, Scoble and coauthor Israel argue that every business can benefit from smart "naked" blogging, whether the company's a smalltown plumbing operation or a multinational fashion house. "If you ignore the blogosphere... you won't know what people are saying about you," they write. "You can't learn from them, and they won't come to see you as a sincere human who cares about your business and its reputation." To bolster their argument, Scoble and Israel have assembled an enormous amount of information about blogging: from history and theory to comparisons among countries and industries. They also lay out the dos and don'ts of the medium and include extensive statistics, dozens of case studies and several interviews with famous bloggers. They consider the darker aspects of blogging as well-including the possibility of getting fired by an unsympathetic employer. For companies that have already embraced blogging, this book is an essential guide to best practice. (Feb.) (Publishers Weekly, December 5, 2005)
Buy in Canada
Buy in U.S.A.
Citizen Marketers - When People Are the Message
Ben McConnell and Jackie Huba, Kaplan Business, 2006
A solitary citizen today with a broadband connection and a few cheap tools has a substantially better chance of influencing the public's perceptions of billion-dollar corporations than ever before. With a voice, a vote and a vocation, tens of millions of Americans are involving themselves in the cultural lives of business. The "social media" of blogs, podcasts and social networks are fusing pop culture with traditional marketing, and it's causing all manner of disruption. With that in mind, "Citizen Marketers" makes the case that the distributed, power-sharing nature of social media is a reflection of the ideals of democracy, where liberty, free speech and freedom of association are its ruling principles. As a result, positioning, message delivery and reputation management are in the hands of the populace, where anyone can be a publisher or broadcaster. For tradition-bound managers, the book's theme is simple: Autocratic message control is out of control. People are creating content about products and services whether companies like it or not. The citizen marketers themselves are hardly average members of society or customer databases, which of course makes them progressive or dangerous, based on one's vantage point. "Citizen Marketers" examines and classifies the work of everyday people who build content on behalf of products, brands, companies or people and provides ideas on working with them. More cultural guide than business or marketing book, "Citizen Marketers" takes readers on an easy-to-follow journey in understanding the significant changes caused by social media. If you believe in and evangelize the reformation of marketing and making it a participatory process, then you're already part of the book's congregation of belief. The book's mission is to outline a common architecture for understanding the role and influence of the everyday person as citizen marketer, entertainer or information source. It's ideal for anyone hoping to convince colleagues, coworkers or clients about the broad and tactical changes social media are having on business, marketing and popular culture.
Buy in Canada
Buy in U.S.A.
Small is the new Big - and 193 other riffs, rants, and remarkable business ideas
Seth Godin, Penguin Group, 2006
In what's likely to be the next in a string of bestselling marketing guides (after Purple Cow), Godin compiles entries from his popular blog. Many are only a few paragraphs long, though he also adds longer entries, from his Fast Company column, to the mix. The pieces are arranged alphabetically by title rather than chronologically, leading to occasional choppiness, but Godin's ability to hone in on key issues remains intact. Following up on the themes of his earlier books, he reminds readers that the first key to successful marketing is to produce something remarkable and let it grow. "If your idea is great, people will find you," he advises. "[I]f your target audience isn't listening, it's not their fault, it's yours." He urges people to take control of their creative lives by taking responsibility for tough decisions and pushing themselves to make bolder choices. (His advice to McDonald's, for example, includes free wireless Web access at every restaurant.) The appendix contains two lengthy essays on Web design and blogs that were previously distributed as e-books. These are a more polished than the casual main entries, but still exhibit the spontaneous energy that has earned Godin so many loyal fans. (Aug. 17) Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Buy in Canada
Buy in U.S.A.
Blog Marketing: The revolutionary New Way to Increase Sales, Build Your Brand, and Get Exceptional Results
Jeremy Wright, McGraw-Hill, 2005
With an exclusive look inside Google, Disney, Yahoo, IBM, and others, this book shows how your company can use blogs to raise its visibility and transform internal communications. All companies, large and small, know that reaching customers directly and influencing--and being influenced by--them is essential to success. Blog Marketing shows marketing and PR professionals as well small business owners how to do just that without spending a lot of money. Readers will learn how to tap into the power of blogs to create a direct line of communication with customers, raise the company's visibility, and position their organizations as industry thought leaders. "Blogs will soon become a staple in the information diet of every serious businessperson . . . . Blogs offer an accelerated and efficient approach to acquiring and understanding the kind of information all of us need to make business decisions." -- John Battelle, Business 2.0
Buy in Canada
Buy in U.S.A.
The Corporate Blogging Book: Absolutely Everything you Need to Know To Get It Right
Debbie Weil, 2006
With citizen bloggers multiplying by the minute, corporations are keen to co-opt the authenticity of this online publishing phenomenon. But while many already understand the concept (GM's Bob Lutz, who wrote the foreword, is a blogger), many more are struggling to make sense of a fairly simple proposition: use your blog as a meaningful conduit to your customers, and watch them become your best advocates; use it as an outlet for stale press releases, and watch the world yawn or walk away. Weil provides background on blogs, offers tips on writing them ("invite a conversation"), addresses common concerns ("what if my employees are blogging?"), discusses tools and technology (including podcasts and wikis), and offers a cheat sheet for convincing the boss that it's time to blog. Bonus resources include sample policies and guidelines, design tips, a glossary, and more. Short and sweet, this is more enthusiastic and personably written--and includes fewer CYA disclaimers--than Nancy Flynn's Blog Rules (2006) and is more appropriate for the corporate crowd than Andy Wibbels' Blogwild! (2006). Keir Graff
Copyright © American Library Association. All rights reserved
Buy in Canada
Buy in U.S.A.
A new
brand world - 8 Principles for Achieving Brand
Leadership in the 21st Century
Scott Bedbury, Viking Penguin 2002
An extraordinary and beautifully written book. Establishes ideas and details processes used in developing the Nike and Starbucks brands and many other thoughtful examples. Filled with new paradigm buzz words and their deeper meaning: brandwidth, brand essence, brand parenting. Every line is thoughtful; there is no fat in the two hundred and eleven pages by this grounded communicator, one of America's most successful brand "baristas". A definitive resource for today's marketer.
Buy in Canada
Buy in U.S.A.
Emotional Branding – How successful brands gain the irrational edge
Daryl Travis, Crown Business, New York 2000
To quote Tom Peters, “Daryl Travis’ Emotional Branding sings, a book to savor and ponder”, “a book to change your worldview and renovate your bottom line.” The foreword by Richard Branson says it all, “Nothing seems more obvious to me that a product or service only becomes a brand when it is imbued with profound values that translate into fact and feeling that employees can project and customers can embrace”, “I find it astonishing that is has taken so long to capture such a view between the covers of a business book. This one does so, and does so very well.”
Buy in Canada
Buy in U.S.A.
Beyond Branding – how the new values of transparency and integrity are changing the world of brands
edited by Nicolas Ind, Kogan Page 2003
This book includes twelve chapters by renowned international brand experts including Nicholas Ind, Denzil Meyers, Alan Mitchell, Simon Anholt/Sicco van Gelder, Tim Kitchin, Chris Macrae, John Moore, John Caswell, Ian Ryder, Julie Anixter, Thomas Gad and Jack Yan. A postscript by Malcolm Allan ties up the book nicely. Whereas transparency and integrity are concerned, this book is a must—especially for CEOs. It is also a pleasure to read, deeply incisive and often humorous. In our time constrained lives it is convenient to have these thinkers’ ideas condensed in short segments for accelerated inspiration.
Buy in Canada
Buy in U.S.A.
Citizen Brand - 10
commandments for transforming brands in a consumer
democracy
Marc Gobé, Allworth Press, 2002
Laid out in ten commandments, this tome argues the imperative of social responsibility within an "emotional economy" context. A good passionate read. An impressive percentage of customers are now making decisions to choose brands they trust-ones with a social conscience. This must be part of the branding process today. Gobé demonstrates how good citizenship has helped many corporations succeed and survive catastrophes. Also Gobé expounds on the impact of this initiative in the younger generations, tapping their intense social consciousness. This information must not be ignored.
Buy in Canada
Buy in U.S.A.
Emotional Branding - the new
paradigm for connecting brands to people
Marc Gobé, Allworth Press 2001
At the very root of the new brand world is the key to true human motivators: emotions. We have always known that on some level but few have acted on it. Now it is the imperative. Gobé reviews human needs today and how to transcend the product or service by supplying those needs. He also provides processes to develop sensory experiences, from store environments, through advertising to packaging. This book will place the importance of customers' emotions central to your market casting-or shall we say, "soul casting". The evidence is well detailed in this passionate creator's own voice.
Buy in Canada
Buy in U.S.A.
Experiential Marketing - how to get customers to sense, feel, think, act, relate to your company and brands
Bernd H. Schmitt, The Free Press 1999
"Experiential Marketing", an idea pioneered by Schmitt in 1999, transformed two-dimensional marketing communications of the day. This book spells out how to egress from rational "features and benefits" messages to delivering sensory and emotional experiences. It is also a holistic approach to providing experiences, brilliantly expressed by this Columbia scholar and world re-known consultant. A must for every industry consultant and marketer.
Buy in Canada
Buy in U.S.A.
Customer Experience
Management - A revolutionary approach to connecting
with your customers
Bernd H. Schmitt, John Wiley & Sons, 2003
Only 10% of this book replicates the ideas in Schmitt's previous title, Experiential Marketing. This sequel is instrumental though in showing how to transform experiences into palpable action at the customer management level. It offers a critique of traditional customer management methods including traditional marketing and CRM. The book offers five steps to follow to ensure that customers have an extraordinary and consistent experience at every touch point from point-of -purchase through consumption including its marketing communications.
Buy in Canada
Buy in U.S.A.
Making Dough - The
12 Secret Ingredients of Krispy Kreme's Sweet
Success
Kirk Kananjian & Amy Joyner, John Wiley & Sons, Inc. 2004
A detailed account of a most unlikely brand to succeed in a nutrition obsessed era. Learn how Krispy Kreme enjoys cult-like favor and how it has tapped deep emotions of consumers by creating and delivering an unparalleled experience. This account of every customer touch point is instrumental in offering the reader step-by-step processes. This one joins the great brand stories including Harley Davidson, Starbucks and Nike, hallmarks in the new brand world.
Buy in Canada
Buy in U.S.A.
Brand
Driven - The Route to Integrated
Branding through Great Leadership
F Joseph LePla, Susan Davis & Lynn M Parker, Kogan Page Limited 2003
This book details the processes to integrate the brand and its values throughout the organization. A step-by-step manual for leaders in assisting employees to champion their brands. In the spirit of Brand Driven, a road map is provided with tools, examples and interesting in insights and short-cuts. This is a book you will refer to every day. As one reader depicts, "Brand Driven has done the hard work other brand books fail to do".
Buy in Canada
Buy in U.S.A.
How customers
think - Essential
insights into the mind of the market
Gerald Zaltman, Harvard Business School Press 2003
Breakthrough discovery processes are detailed in this book, especially "metaphorical elicitations". It is popularly agreed that research methods are flawed; this thesis by one of America's top scholars is profound and altruistic in discovering what truly motivates consumers on a sub-conscious level. The merits of in-depth interviews and the use of metaphors are well detailed. You will have difficulty returning to rational survey methods-quantitative, qualitative or focus groups. Conversely, you will become a petty-psychologist; a skill frighteningly absent in the marketing world. You must add this knowledge to your research repertoire as a first step into the new branding world.
Buy in Canada
Buy in U.S.A.
Here are our book suggestions vetted for authentic and relevant content. These are the best of the best in the realm! You can buy these books by clicking the Buy link which will take you directly to the matching title at our associate Amazon.com or Amazon.ca. Keep checking this page for new titles.
The Big Moo - Stop Trying to Be Perfect and Start Being RemarkableEdited by Seth Godin, 2005
The BIG MOO is an unprecedented collaboration of 33 of the world’s smartest business thinkers, blending their ideas on how you can “remarkabalize” your organization. This all-star team includes Seth Godin, Malcolm Gladwell and Tom Peters among many others. The BIG MOO is about a revolutionary idea—that we should stop trying to be perfect and become remarkable instead. Unlike most business books—every penny of The Big Moo royalties is going to three charities: Juvenile Diabetes, Room to Read, and the Acumen Fund. The Group of 33 tell their stories. Stories that will stick to your ribs, light your fire, and give you flashes of inspiration. Stories about memorable customer service, amazing dedication, daring design standards, and legendary leadership. The Big Moo will help you drive growth and change in your organization, from the mailroom to the boardroom to the front lines.
Buy in Canada
Buy in U.S.A.
Naked Conversations: - How Blogs are Changing the way Businesses Talk with CustomersRobert Scoble and Shel Israel, John Wiley & Sons, 2006
For the past five years, Microsoft employee Scoble has maintained one of the most popular blogs on the Internet. Mixing personal notes with passionate, often-controversial commentary on technology and business, his blog is "naked"-i.e., not filtered through his employer's marketing or public relations department-a key part of its appeal. In this breezy book, Scoble and coauthor Israel argue that every business can benefit from smart "naked" blogging, whether the company's a smalltown plumbing operation or a multinational fashion house. "If you ignore the blogosphere... you won't know what people are saying about you," they write. "You can't learn from them, and they won't come to see you as a sincere human who cares about your business and its reputation." To bolster their argument, Scoble and Israel have assembled an enormous amount of information about blogging: from history and theory to comparisons among countries and industries. They also lay out the dos and don'ts of the medium and include extensive statistics, dozens of case studies and several interviews with famous bloggers. They consider the darker aspects of blogging as well-including the possibility of getting fired by an unsympathetic employer. For companies that have already embraced blogging, this book is an essential guide to best practice. (Feb.) (Publishers Weekly, December 5, 2005)
Buy in Canada
Buy in U.S.A.
Citizen Marketers - When People Are the MessageBen McConnell and Jackie Huba, Kaplan Business, 2006
A solitary citizen today with a broadband connection and a few cheap tools has a substantially better chance of influencing the public's perceptions of billion-dollar corporations than ever before. With a voice, a vote and a vocation, tens of millions of Americans are involving themselves in the cultural lives of business. The "social media" of blogs, podcasts and social networks are fusing pop culture with traditional marketing, and it's causing all manner of disruption. With that in mind, "Citizen Marketers" makes the case that the distributed, power-sharing nature of social media is a reflection of the ideals of democracy, where liberty, free speech and freedom of association are its ruling principles. As a result, positioning, message delivery and reputation management are in the hands of the populace, where anyone can be a publisher or broadcaster. For tradition-bound managers, the book's theme is simple: Autocratic message control is out of control. People are creating content about products and services whether companies like it or not. The citizen marketers themselves are hardly average members of society or customer databases, which of course makes them progressive or dangerous, based on one's vantage point. "Citizen Marketers" examines and classifies the work of everyday people who build content on behalf of products, brands, companies or people and provides ideas on working with them. More cultural guide than business or marketing book, "Citizen Marketers" takes readers on an easy-to-follow journey in understanding the significant changes caused by social media. If you believe in and evangelize the reformation of marketing and making it a participatory process, then you're already part of the book's congregation of belief. The book's mission is to outline a common architecture for understanding the role and influence of the everyday person as citizen marketer, entertainer or information source. It's ideal for anyone hoping to convince colleagues, coworkers or clients about the broad and tactical changes social media are having on business, marketing and popular culture.
Buy in Canada
Buy in U.S.A.
Small is the new Big - and 193 other riffs, rants, and remarkable business ideasSeth Godin, Penguin Group, 2006
In what's likely to be the next in a string of bestselling marketing guides (after Purple Cow), Godin compiles entries from his popular blog. Many are only a few paragraphs long, though he also adds longer entries, from his Fast Company column, to the mix. The pieces are arranged alphabetically by title rather than chronologically, leading to occasional choppiness, but Godin's ability to hone in on key issues remains intact. Following up on the themes of his earlier books, he reminds readers that the first key to successful marketing is to produce something remarkable and let it grow. "If your idea is great, people will find you," he advises. "[I]f your target audience isn't listening, it's not their fault, it's yours." He urges people to take control of their creative lives by taking responsibility for tough decisions and pushing themselves to make bolder choices. (His advice to McDonald's, for example, includes free wireless Web access at every restaurant.) The appendix contains two lengthy essays on Web design and blogs that were previously distributed as e-books. These are a more polished than the casual main entries, but still exhibit the spontaneous energy that has earned Godin so many loyal fans. (Aug. 17) Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Buy in Canada
Buy in U.S.A.
Blog Marketing: The revolutionary New Way to Increase Sales, Build Your Brand, and Get Exceptional ResultsJeremy Wright, McGraw-Hill, 2005
With an exclusive look inside Google, Disney, Yahoo, IBM, and others, this book shows how your company can use blogs to raise its visibility and transform internal communications. All companies, large and small, know that reaching customers directly and influencing--and being influenced by--them is essential to success. Blog Marketing shows marketing and PR professionals as well small business owners how to do just that without spending a lot of money. Readers will learn how to tap into the power of blogs to create a direct line of communication with customers, raise the company's visibility, and position their organizations as industry thought leaders. "Blogs will soon become a staple in the information diet of every serious businessperson . . . . Blogs offer an accelerated and efficient approach to acquiring and understanding the kind of information all of us need to make business decisions." -- John Battelle, Business 2.0
Buy in Canada
Buy in U.S.A.
The Corporate Blogging Book: Absolutely Everything you Need to Know To Get It RightDebbie Weil, 2006
With citizen bloggers multiplying by the minute, corporations are keen to co-opt the authenticity of this online publishing phenomenon. But while many already understand the concept (GM's Bob Lutz, who wrote the foreword, is a blogger), many more are struggling to make sense of a fairly simple proposition: use your blog as a meaningful conduit to your customers, and watch them become your best advocates; use it as an outlet for stale press releases, and watch the world yawn or walk away. Weil provides background on blogs, offers tips on writing them ("invite a conversation"), addresses common concerns ("what if my employees are blogging?"), discusses tools and technology (including podcasts and wikis), and offers a cheat sheet for convincing the boss that it's time to blog. Bonus resources include sample policies and guidelines, design tips, a glossary, and more. Short and sweet, this is more enthusiastic and personably written--and includes fewer CYA disclaimers--than Nancy Flynn's Blog Rules (2006) and is more appropriate for the corporate crowd than Andy Wibbels' Blogwild! (2006). Keir Graff
Copyright © American Library Association. All rights reserved
Buy in Canada
Buy in U.S.A.
A new
brand world - 8 Principles for Achieving Brand
Leadership in the 21st CenturyScott Bedbury, Viking Penguin 2002
An extraordinary and beautifully written book. Establishes ideas and details processes used in developing the Nike and Starbucks brands and many other thoughtful examples. Filled with new paradigm buzz words and their deeper meaning: brandwidth, brand essence, brand parenting. Every line is thoughtful; there is no fat in the two hundred and eleven pages by this grounded communicator, one of America's most successful brand "baristas". A definitive resource for today's marketer.
Buy in Canada
Buy in U.S.A.
Emotional Branding – How successful brands gain the irrational edgeDaryl Travis, Crown Business, New York 2000
To quote Tom Peters, “Daryl Travis’ Emotional Branding sings, a book to savor and ponder”, “a book to change your worldview and renovate your bottom line.” The foreword by Richard Branson says it all, “Nothing seems more obvious to me that a product or service only becomes a brand when it is imbued with profound values that translate into fact and feeling that employees can project and customers can embrace”, “I find it astonishing that is has taken so long to capture such a view between the covers of a business book. This one does so, and does so very well.”
Buy in Canada
Buy in U.S.A.
Beyond Branding – how the new values of transparency and integrity are changing the world of brandsedited by Nicolas Ind, Kogan Page 2003
This book includes twelve chapters by renowned international brand experts including Nicholas Ind, Denzil Meyers, Alan Mitchell, Simon Anholt/Sicco van Gelder, Tim Kitchin, Chris Macrae, John Moore, John Caswell, Ian Ryder, Julie Anixter, Thomas Gad and Jack Yan. A postscript by Malcolm Allan ties up the book nicely. Whereas transparency and integrity are concerned, this book is a must—especially for CEOs. It is also a pleasure to read, deeply incisive and often humorous. In our time constrained lives it is convenient to have these thinkers’ ideas condensed in short segments for accelerated inspiration.
Buy in Canada
Buy in U.S.A.
Citizen Brand - 10
commandments for transforming brands in a consumer
democracyMarc Gobé, Allworth Press, 2002
Laid out in ten commandments, this tome argues the imperative of social responsibility within an "emotional economy" context. A good passionate read. An impressive percentage of customers are now making decisions to choose brands they trust-ones with a social conscience. This must be part of the branding process today. Gobé demonstrates how good citizenship has helped many corporations succeed and survive catastrophes. Also Gobé expounds on the impact of this initiative in the younger generations, tapping their intense social consciousness. This information must not be ignored.
Buy in Canada
Buy in U.S.A.
Emotional Branding - the new
paradigm for connecting brands to peopleMarc Gobé, Allworth Press 2001
At the very root of the new brand world is the key to true human motivators: emotions. We have always known that on some level but few have acted on it. Now it is the imperative. Gobé reviews human needs today and how to transcend the product or service by supplying those needs. He also provides processes to develop sensory experiences, from store environments, through advertising to packaging. This book will place the importance of customers' emotions central to your market casting-or shall we say, "soul casting". The evidence is well detailed in this passionate creator's own voice.
Buy in Canada
Buy in U.S.A.
Experiential Marketing - how to get customers to sense, feel, think, act, relate to your company and brands
Bernd H. Schmitt, The Free Press 1999
"Experiential Marketing", an idea pioneered by Schmitt in 1999, transformed two-dimensional marketing communications of the day. This book spells out how to egress from rational "features and benefits" messages to delivering sensory and emotional experiences. It is also a holistic approach to providing experiences, brilliantly expressed by this Columbia scholar and world re-known consultant. A must for every industry consultant and marketer.
Buy in Canada
Buy in U.S.A.
Customer Experience
Management - A revolutionary approach to connecting
with your customersBernd H. Schmitt, John Wiley & Sons, 2003
Only 10% of this book replicates the ideas in Schmitt's previous title, Experiential Marketing. This sequel is instrumental though in showing how to transform experiences into palpable action at the customer management level. It offers a critique of traditional customer management methods including traditional marketing and CRM. The book offers five steps to follow to ensure that customers have an extraordinary and consistent experience at every touch point from point-of -purchase through consumption including its marketing communications.
Buy in Canada
Buy in U.S.A.
Making Dough - The
12 Secret Ingredients of Krispy Kreme's Sweet
SuccessKirk Kananjian & Amy Joyner, John Wiley & Sons, Inc. 2004
A detailed account of a most unlikely brand to succeed in a nutrition obsessed era. Learn how Krispy Kreme enjoys cult-like favor and how it has tapped deep emotions of consumers by creating and delivering an unparalleled experience. This account of every customer touch point is instrumental in offering the reader step-by-step processes. This one joins the great brand stories including Harley Davidson, Starbucks and Nike, hallmarks in the new brand world.
Buy in Canada
Buy in U.S.A.
Brand
Driven - The Route to Integrated
Branding through Great LeadershipF Joseph LePla, Susan Davis & Lynn M Parker, Kogan Page Limited 2003
This book details the processes to integrate the brand and its values throughout the organization. A step-by-step manual for leaders in assisting employees to champion their brands. In the spirit of Brand Driven, a road map is provided with tools, examples and interesting in insights and short-cuts. This is a book you will refer to every day. As one reader depicts, "Brand Driven has done the hard work other brand books fail to do".
Buy in Canada
Buy in U.S.A.
How customers
think - Essential
insights into the mind of the marketGerald Zaltman, Harvard Business School Press 2003
Breakthrough discovery processes are detailed in this book, especially "metaphorical elicitations". It is popularly agreed that research methods are flawed; this thesis by one of America's top scholars is profound and altruistic in discovering what truly motivates consumers on a sub-conscious level. The merits of in-depth interviews and the use of metaphors are well detailed. You will have difficulty returning to rational survey methods-quantitative, qualitative or focus groups. Conversely, you will become a petty-psychologist; a skill frighteningly absent in the marketing world. You must add this knowledge to your research repertoire as a first step into the new branding world.
Buy in Canada
Buy in U.S.A.
