BrandKnew September 2013 May 2014 | Page 42

Book, Line & Sinker The New Rules of Green Marketing By Jacquelyn Ottman Confused on how to differentiate in the green marketplace? You’re not the only one. Jacquelyn A. Ottman, a leading voice and renowned consultant in the field, gives readers valuable insight and 20 new rules on how to brand their products as sustainable. Experts say “Jacquelyn doesn’t just have her finger on the pulse of green marketing, she is the pulse.” Ottman will first convince you that sustainability is a crucial value for the upcoming generations, and then advise you on how to market appropriately. Anyone interested in the topic, especially business owners, should use this as a guide to navigate the ubiquitous green sphere. Marketing to the New Majority Burgos and Mobolade analyze and describe the postracial marketplace by looking at the implications of the dramatic 2010 US Census results, and provide practical guidelines for how marketers can reach diverse consumer populations. Their advice: go beyond race and ethnicities to appeal to similarities. New technologies and the rise of social media, along with a dizzying array of media choices, allow marketers to target affinity groups and interestbased communities more efficiently than ev By David Burgos and Ola Mobolade Advertising by Design The On-Demand Brand This is the second edition of Landa’s book, subtitled “Generating and Designing Creative Ideas Across Media.” Greatly expanded, it aims to be the definitive text on creative concept generation and designing for advertising and marketing. The approach to generating and designing creative integrated media advertising for brands, organizations and causes encompasses brandbuilding through engagement, community building, added value and entertainment. Call it the digital generation. The iPhone-toting, Facebookhopping, Twitter-tapping, I-want-whatI-want, how-I-wantit generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to ‘new media’, and hello ‘now media’. Featuring exclusive insights and inspiration from today’s top marketers as well as lessons from some of the world’s most successful digital marketing initiatives, this eyeopening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. By Rick Mathieson By Robin Landa Tell to Win By Peter Guber Insidious Competition There’s a reason why Tell to Win has been a bestseller since it was published on March 1st. He’s the chairman and CEO of Mandalay Entertainment, and a veteran producer of films that have earned over $3 billion worldwide and racked up more than 50 Academy Award Nominations - including his latest project, The Kids Are All Right. With box office hits including The Co