Seth Godin, author and entrepreneur, crowned “king of marketing” by Forbes magazine chooses the best books on marketing. Asked to summarise what constitutes good marketing, he says “the act of changing things for the better by telling true stories to the right people.” He talks about how marketing has been revolutionised in the digital age and how it has remained the same. To illustrate the former he chooses New Rules for the New Economy: 10 Radical Strategies for a Connected World by Kevin Kelly and to illustrate the latter, The Republic of Tea by Bill Rosenzweig, Mel and Patricia Ziegler.
Robert Jones, strategist at Wolff Olins, one of the world’s leading branding consultancies, chooses his best books on branding. He defines a brand as “what you stand for. It’s the bigger idea that a product or a service or a company stands for in the minds of its customers, but also its employees, the media and investors.” He chooses books specifically on branding, such as Brand Society: How Brands Transform Management and Lifestyle by Martin Kornberger, but also on the history of art (Ways of Seeing by John Berger) and history (Sapiens: a Brief History of Humankind by Yuval Noah Harari).
Steve Lance, author of The Little Blue Book on Advertising talks about the future of advertising and marketing. He chooses Made to Stick by Chip and Dan Heath and What Sticks by Rex Briggs and Gregg Stuart and Up the Organisation: How to Stop the Corporation from Stifling People and Strangling Profits by Robert Townsend.
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1
Syrup
by Maxx Barry -
2
Marketing: A Love Story
by Bernadette Jiwa -
3
This is Marketing: You Can't Be Seen Until You Learn To See
by Seth Godin -
4
The Republic of Tea
by Bill Rosenzweig, Mel Ziegler & Patricia Ziegler -
5
New Rules for the New Economy: 10 Radical Strategies for a Connected World
by Kevin Kelly
The best books on Marketing, recommended by Seth Godin
The best books on Marketing, recommended by Seth Godin
Halitosis, happy hour and bumming a cigarette: all concepts invented by marketers. Marketing is all about manipulating emotions—and this is a dark art that can be used for both good and evil, says the bestselling author and marketing guru Seth Godin as he selects five of the best books on his specialist subject.
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1
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
by Marty Neumeier -
2
Brand Society: How Brands Transform Management and Lifestyle
by Martin Kornberger -
3
Ways of Seeing
by John Berger -
4
Sapiens: A Brief History of Humankind
by Yuval Noah Harari -
5
Chocolate Wars: From Cadbury to Kraft - 200 Years of Sweet Success and Bitter Rivalry
by Deborah Cadbury
The best books on Branding, recommended by Robert Jones
The best books on Branding, recommended by Robert Jones
To brand is human, says practitioner and professor Robert Jones. He recommends the five best books on branding.
The best books on The Future of Advertising, recommended by Steve Lance
The author and Emmy award-winning advertising exec discusses the changing face of the advertising world. He argues that the digital revolution has been mirrored before in the change from radio to tv advertising.