Books

This selection of titles makes a compelling case for rethinking the way we approach business and marketing. Each book is a showcase of best practice storytelling, with many contributions from celebrated writers, academics, creatives and business leaders.

Type: Reading List | 1,264 views

The Marketing Power of Emotion

The Marketing Power of Emotion provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow.”

Type: Reading List | 1,195 views

Citizen Brand: 10 Commandments for Transforming Brands in a Consumer Democracy

“Using brands like Starbucks and The Bodyshop and Home Depot as examples, Citizen Brand reveals how companies can create strong and deep partnerships with people in America and across the globe by enriching their lives in creative and truly relevant ways.”

Type: Reading List | 1,050 views

The Tipping Point: How Little Things Can Make a Big Difference

“Gladwell introduces us to the particular personality types who are natural pollinators of new ideas and trends, the people who create the phenomenon of word of mouth. He analyzes fashion trends, children’s television, and the early days of the American Revolution for clues about making ideas infectious, and visits market mavens and great salesmen to show how to start and sustain social epidemics.”

Type: Reading List | 1,818 views

The Mental World of Brands: Mind, Memory and Brand Success

“The book shows how awareness is generated, how people put meanings to brands, and the importance of memory, emotion and language. It also discusses the use of brand research, not just as a separate academic area, but as an important part of the brand representation process.”

Type: Reading List | 2,161 views

Emotional Branding: The New Paradigm for Connecting Brands to People

“A visionary approach to building powerful brand loyalty, this ground-breaking book shows marketers of any product or service how to engage today’s increasingly cynical consumers on deeper emotional levels.”

Type: Reading List | 1,789 views

Commitment-led Marketing: The Key to Brand Profits is in the Customer’s Mind

“In a hugely competitive world, customer loyalty has become a key area for concern. What would happen if you could go one step further and identify not just those customers who are loyal to your brand, but those who are truly committed to your product or service? This book helps you to do just that.”

Type: Reading List | 1,699 views

Emotional Marketing: The Hallmark Way of Winning Customers for Life

“Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing. This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace.”

Type: Reading List | 1,683 views

Emotional Branding: How Successful Brands Gain the Irrational Edge

‘”Emotional Branding’ teaches you how to identify and empower your product’s appeal and connect it to your customers’ experiences with your product. The results unlock the secrets to emotional branding, enhance the brand-consumer relationship, and show you and your business new prosperity—all from discovering and applying these powerful new ways to use the “F” word, F-E-E-L-I-N-G-S.”

Type: Reading List | 2,212 views

Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands

“In this masterful handbook of tools and techniques, Schmitt presents a battery of business cases to show how cutting-edge companies use “experience providers” such as visual identity, communication, product presence, Web sites, and service to create different types of customer experiences.”

Type: Reading List | 904 views

Permission Marketing: Turning Strangers Into Friends, and Friends Into Customers

“By reaching out to only those individuals who have expressed an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness, and greatly improve the chances of making a sale.”

Type: Reading List | 1,165 views

The Experience Economy: Work is Theater and Every Business a Stage

“‘The Experience Economy’ offers a creative, highly original, and yet eminently practical strategy for companies to script and stage the experiences that will transform the value of what they produce. From America Online to Walt Disney, the authors draw from a rich and varied mix of examples that showcase businesses in the midst of creating personal experiences for both consumers and businesses.”

Type: Reading List | 1,207 views

The Feeling of What Happens: Body, Emotion and the Making of Conciousness

“One of the world’s leading experts on the neurophysiology of emotion, Professor Damasio shows how our consciousness developed out of the development of emotion brilliantly wide ranging, with fascinating case-studies, the book presents a humane and subtle view of the facility that makes us most profoundly human.”

Type: Reading List | 1,425 views

Thought Contagion: How Belief Spreads Through Society

“Lynch argues that certain beliefs spread like viruses and evolve like microbes, as mutant strains vie for more adherents and more hosts. In its most revolutionary aspect, memetics asks not how people accumulate ideas, but how ideas accumulate people.”

Type: Reading List | 1,617 views

Disruption: Overturning Conventions and Shaking Up the Marketplace

“To put it simply, disruption is about uncovering the culturally embedded biases and conventions that shape standard approaches to business thinking and get in the way of clear, creative thinking. It’s about shattering those biases and conventions and setting creativity free to forge a radical new vision of a product, brand, or service.”