It stinks. This is a glossy book which purports to tell you what makes for a strong B2B brand and dismally fails to do so. Seems a blatant opportunity for the distinguished panel of judges to nominate each other. Full of trivia and cliche. I think B2B is such an important area than I was irritated to find it being treated so superficially.
I've justed started to read it.
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A good solid read. It's all about neuroscience and the hardwiring of the brain and how to use it to build brands. Written by a couple of Dutch planners. Read it and be hip. But prepared for a 6 week wait from Amazon when you order. What is Brand Equity anyway? Also on Amazon by the book listing. I am still getting used to books which you're not supposed to read in a linear fashion and this book has a website attached for even more interaction. Fine fine fine. And it's not written by Will Murray it is written by a whole team of people called Team Murray who I'm sure deserve the credit.
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There's a group of dancers who get much photographed. And it's kind of workshoppy and glossy.
The New Brand Spirit
Look it probably did take a lot of work to put together but it still has the whiff of smoke and mirrors about it. Includes their list of most powerful brands in the world then continues with a load of interviews about brands with opinion formers, professional marketers and entrepreneurs. Not bad and quite quotable. Some of the best quotes are from people who are quite clearly uncomfortable with the idea of branding despite being brands in their own right!
Understanding brands , Ed. When I originally read it some 5 years ago a lot of the book's material felt a bit orthodox but the design chapter really sparkled. Naomi Klein tracks global brands and they way they are challenging our public spaces, the choices we make and the working conditions of those who make the stuff the brand slap their logos on.
At first I thought that she could be written off as a trendy lefty. But she's a working journalist so advertising pays for her salary so she's not naive. This is a look under the bed to expose some of the less glamorous side of building global brands.
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Corporate Religion , Jesper Kunde, B. Basically says if you want to get a brand rolling then sort out your internal culture and become a bit of a cult.
Lots of interesting diagrams to borrow for presentations. Not good for ad budgets! Which is a shame because it is packed with good stuff about how to set about creating challenger brands that carve up the established ones. Lots of juicy case studies too with instructions for a 3 day breakthrough course.
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