Assume a colleague tells you that he or she has limited knowledge of branding, but is looking to learn more. What ONE book would you recommend to get that person started? As importantly, why would you recommend that book?
Please reply in the "comments" section below. I'll compile all replies in a future post to share with the That Branding Thing community.
Thanks in advance for your replies! I'm looking forward to seeing what's on some other bookshelves and recommendation lists.
10 comments:
Made to Stick. You might not consider this a traditional branding title, but I think its analysis of what distinguishes "sticky" ideas from those that quickly fade from memory applies equally well to brand. And the book itself is easy to read, accessible to the layperson and compelling in its argument.
"Built to Last" by James Collins and Jerry Porras. Okay, it's not a branding book per se. But it should be. It's in fact a discovery and analysis of 18 companies and what makes them so special and enduring. Nearly all the insights can be related to solid brand-building, though perhaps from an operational perspective. But that shouldn't keep you away. After all, branding isn't marketing...it's EVERYTHING you do!
Dan & Dino -
Thanks so much for your comments. I love that you both chose texts from outside the world of branding. Similarly, I'd recommend reading Covey's "7 Habits of Highly Successful People" as a branding text.
I posed the same question in several LinkedIn discussion groups, and as of this writing, I have 18 additional replies with very little duplication ("Made to Stick" has shown up a few times, so I'm moving that to the top of my reading list). I'm looking forward to sharing the full list with the That Branding Thing community.
Thank you both for taking the time to add to the discussion.
Matthew
The Brand Gap: How to bridge the distance between business strategy and design. Great for designers and creatives.
http://www.slideshare.net/coolstuff/the-brand-gap
Aharon, thanks for your comment and for the SlideShare link. I'm also a big fan of Neutron's "Steal This Idea" newsletter, which readers can sign up for at www.NeutronLLC.com.
I'm loving the energy around this question. As of this writing, I have 50 replies via this blog, LinkedIn and email. I'm very much looking forward to sharing the results.
"The 22 Immutable Laws of Marketing" by Reis & Trout. An oldy but a goody. Basic fundamentals -- backed up by good stories -- that stand the test of time.
Brand Gap,I'm a big fan of Marty Neumeier too. Recently, I bought a new one:
The Designful Company
very good inspiration!
http://www.neutronllc.com/books
Todd, thanks for your comment.
BTW, readers, Todd has authored the definitive book on client leadership, a must-read for agency folk (especially account service, but really for anyone who interacts with clients in any way). You can find out more here:
www.TellYourClientsWhereToGo.com
Matthew,
First time here. Nice blog. I connected from LinkedIn. I would definitely have to give my vote to Kellogg on Branding. It's the only book of all the books on the list that truly give the reader a 360 look at branding--from brand portfolio management to messaging and advertising.
Cheers,
Barry
rblb.wordpress.com
Barry -
Thanks for the addition to the list and a nice, concise review.
And a huge thanks for linking to the "Brand-Builder's Bookshelf" post from your blog, rblb.wordpress.com. I'm looking forward to following your take on Twitter, as I'm asking some of the same questions myself.
All the best!
Matthew
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