brandknewmag.com
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Brand Atlas: Branding
Intelligence Made Visible
By Alina Wheeler, Joel Katz
A company’s brand is its most valuable asset.
Wheeler takes the most seminal tools used by a
wide variety of thought leaders and practitioners
and makes the information understandable,
visible, relevant, exportable and applicable. With
her best-selling debut book, Designing Brand
Identity (Wall Street Journal, Best-Seller, Spotlight
1/23/2011), now in its third edition, Alina
Wheeler reinvented the marketing textbook using
a straightforward style to help...
Where the Suckers Moon:
The Life and Death of an
Advertising Campaign
By Randall Rothenberg
Rothenberg chronicles the brief, turbulent
marriage between a recession-plagued auto
company and an aggressively hip ad agency
(whose creative director despised cars), capturing
both the ad world’s tantalizing gossip and the
broader significance of its creations. “Simply the
best book about advertising I have ever read.”-Neil Postman (Technopoly).
Branding Yourself: How to
Use Social Media to Invent or
Reinvent Yourself
By Erik Deckers, Kyle Lacy
Want a new job or career? Need to demonstrate
more value to customers or employers? Use
today’s hottest social media platforms to build
the powerful personal brand that gets you what
you want! In this completely updated book, Erik
Deckers and Kyle Lacy help you use social media
to attract new business and job opportunities
you’ll never find any other way...
The Power of Cult Branding:
How 9 Magnetic Brands
Turned Customers into Loyal
Followers (and Yours Can, Too!)
By Matthew W. Ragas, Bolivar J. Bueno
Like religious cults that can attract thousands of
devoted disciples, is it possible for company brands
to build legions of loyal followers? In a marketer’s
dream come true, can certain products—with the
right combination of positioning and branding—
take on magnetic characteristics and galvanize
die-hard customers who become walking...
The End of Advertising as We
Know It
The Marketing Mavens
By Sergio Zyman, Armin Brott
The controversial marketing guru discusses the
revolution in advertising strategy
“What can I say about Sergio Zyman? He’s a
genius; that’s all.”-Warren Bennis, University
Professor
and
DistinguishedProfessor
of
BusinessAdministration, USC Marshall School of
Business
In this follow-up to his bestselling book The End of
Marketing As We Know It, Sergio Zyman, CocaCola’s renowned former chief...
The way far too many people at far too many
companies think about and execute marketing
was born in an era when suppliers-the companies
generating products and services-were in the
catbird seat. That world is long dead, and
customers now occupy that position. In this
relentlessly globalizing economy, we live in a
world of oversupply and underdemand, with
too many suppliers chasing too few customers,
offering more goods and services than the market
can absorb...
The Brand Gap: How to Bridge
the D