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BOOK
The 22 Immutable Laws of Branding
Laura Ries
$8.00

About this product:
When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler

BOOK
OBD: Obsessive Branding Disorder: The Illusion of Business and the Business of Illusion
Lucas Conley
$11.45

About this product:
A witty, trenchant investigation of a phenomenon that is shaping culture and business in unexpected, disturbing ways.

The world is more branded than ever before: Americans encounter anywhere between 3,000 and 5,000 ads a day. Increasingly, brands vie for our attention from insidious angles that target our emotional responses (scent, taste, sound, and touch). In an ever-faster, more competitive global landscape fueled both by the rise of cheaper, foreign brands and by so-called housebrands (the eponymous brands of Wal-Mart, Target, and the like), American companies are in a mad dash to keep up. Branding, or identity-making, has begun to replace the research and development of yore.

From the fertile crescent of branding (Cincinnati), to the laboratories of sensory specialists (musicologists and "noses"), Lucas Conley takes us on a long-overdue journey through the strange culture that is our own. As hilarious as it is frightening, Conley's investigation into the phenomenon of rampant commercialism (often backed by little substance), offers an illuminating portrait of an age of obsession.

BOOK
Emotional Branding: The New Paradigm for Connecting Brands to People
Sergio Zyman
$11.31

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Emotional Branding Bonds Brands With Today's Savvy Consumers

A visionary approach to building powerful brand loyalty, this groundbreaking book shows marketers of any product or service how to engage today's increasingly cynical consumers on deeper emotional levels. Case histories from the author's high-profile client list analyze demographic and behavioral shifts in populations and retail distribution channels, then show how all five senses can be used as powerful marketing tools to respond to those trends. Chapters detail how to develop strong brand personalities, customize brand presence to different consumer groups, use brand strategies in packaging and display, and facilitate breakthrough strategies for the Web. Chapters detail how to:

* develop unforgettable brand personalities
* customize brand presence to different consumer segments
* incorporate brand strategies into product and retail architecture design
* facilitate interactive access to your products through the Internet.

Emotional Branding breaks new ground in proposing innovative ways to create powerful and effective branding programs for meeting the challenges and opportunities of the new emotion-based economy.

BOOK
Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management
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$18.73

About this product:
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes:

• The latest thinking on key branding concepts, including brand positioning and design
• Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio
• Techniques for building a brand-centered organization
• Insights from senior managers who have fought branding battles and won

This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

BOOK
Best Practice Cases in Branding (3rd Edition)
Kevin Keller
$41.51

About this product:

The twelve cases in this book, written by Kevin Lane Keller, one of the international leaders in the study of strategic brand management and integrated marketing communications, feature some of the world's most successful brands and companies, including Levi Strauss & Co., Intel, Nike, and DuPont. Keller's cases examine the strategic brand management process, best practice guidelines, and how to best build and manage brand equity. For executives and managers in marketing and/or brand management. This book is suggested for use with Strategic Brand Management, 2e, also by Kevin Lane Keller and published by Prentice Hall.

BOOK
Branding Faith: Why Some Churches and Nonprofits Impact Culture and Others Don't
Phil Cooke
$8.41

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BOOK
Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy)
Jonathan Salem Baskin
$13.49

About this product:
Most people don't know it yet, but branding is dead.

Sure, we need to know about the stuff we want to buy, but the billions of dollars spent on logos, sponsorships, and jingles have little, if anything, to do with actual consumer behavior. For example:


-Dinosaur-headed execs in Microsoft ads didn't help sell software.
-Citibank's artsy "live richly" billboards didn't prompt a single new account.
-United Airlines' animated TV commercials didn't fill more seats on airplanes.

As branding guru Jonathan Baskin reveals, modern consumers are harder to find, more difficult to convince, and near-impossible to retain. They make decisions based on experience - so what matters isn't how creative, cool, or memorable the advertising is, but how companies can directly target consumer behavior.

Pretty pictures and funny taglines should be an after-thought: brands must targetwhat consumers actually do. How companies affect behavior - whether via marketing communications, distribution strategies, or customer service - is how branding is being reborn. This book will be the essential guide to understanding and thriving on this new branding dynamic.

BOOK
Branding For Dummies (For Dummies (Business & Personal Finance))
Barbara Findlay Schenck
$5.66

About this product:
Why do consumers pay a premium for a Dell or Hewlett-Packard laptop, when they could get a generic machine with similar features for a lower price? The answer lies in the power of branding. A brand is not just a logo. It is the image your company creates of itself, from your advertising look to your customer interaction style. It makes a promise for your business, and that promise becomes the sticking point for customer loyalty. And that loyalty and trust is why, so to speak, your laptops sell and your competitors’ don’t.

Whatever your business is, whether it’s large or small, global or local, Branding For Dummies gives you the nuts and bolts know-how to create, improve, or maintain a brand. This plain-English guide will help you brand everything from products to services to individuals. It gives you step-by-step advice on assembling a top-notch branding team, positioning your brand, handling advertising and promotion, avoiding blunders, and keeping your brand viable, visible, and healthy. You’ll get familiar with branding essentials like:

• Defining your company’s identity
• Developing logos and taglines
• Launching your brand marketing plan
• Managing and protecting your brand
• Fixing a broken brand
• Making customers loyal brand champions

Filled with easy-to-navigate icons, charts, figures, top ten lists, and humor, Branding For Dummies is the straight-up, jargon-free resource for making your brand stand out from the pack—and for positioning your business to reap the ensuing rewards.

BOOK
The Art of Digital Branding
Ian Cocoran
$14.28

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BOOK
Brands and Branding (Economist Books)
John Simmons
$21.75

About this product:
With contributions from leading brand experts around the world, this delineates the case for brands (financial value, social value, etc.) and looks at what makes certain brands great. It covers best practices in branding and also looks at the future of brands in the age of globalization.