andreweverett360 Book Review, Marketing

Effectiveness in Context: A Manual for Brand Building

Effectiveness in Context: A Manual for Brand Building

by Les Binet and Peter Field

Binet and Field have analyzed 18 years of data (1998-2016) from the London-based Institute of Practitioners in Advertising’s IPA Databank, “the confidential data submitted alongside entries to the biennial IPA Effectiveness Awards competition.” This book presents their findings on what works best—in general and in various contexts.

Topics include market penetration, brand-building vs. sales activation, emotional vs. rational consideration, share of voice, pricing, and innovation.  Continue reading “Effectiveness in Context: A Manual for Brand Building” →

andreweverett360 Book Review, General

The Best We Could Do: An Illustrated Memoir

The Best We Could Do: An Illustrated Memoir

by Thi Bui

Thi Bui was born in Vietnam and immigrated to the United States as a child in 1978. Based largely on oral history from family members, she has written and illustrated their story, telling the history of Vietnam from 1943-1978 along the way. It is an engaging story presented in the style of a graphic novel. Continue reading “The Best We Could Do: An Illustrated Memoir” →

andreweverett360 Book Review, Health

Mushrooms for Health and Longevity

Mushrooms for Health and Longevity

by Ken Babal, CN

This 60-page booklet explains the nutritional and medicinal benefits of 11 types of mushrooms: Agaricus, Chaga, Cordyceps, Coriolus, Enoki, Lion’s Mane, Maitake, Meshima, Reishi, Shitake, and Tremella. “There are 38,000 species of mushrooms. Species can differ greatly in their chemical content. For example, about 50 species of mushrooms are poisonous and another 50 demonstrate medicinal value.” Continue reading “Mushrooms for Health and Longevity” →

andreweverett360 Book Review, Marketing

How Brands Grow

How Brands Grow

by Byron Sharp

This excellent, clearly-written book is based on empirical research covering market share, brand equity, price promotions, and advertising. It includes some counter-intuitive conclusions regarding customer retention, loyalty programs, segmentation, and competitor differentiation. Byron Sharp is the director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. Continue reading “How Brands Grow” →

andreweverett360 Book Review, Career

Humans are Underrated: What High Achievers Know that Brilliant Machines Never Will

Humans are Underrated: What High Achievers Know that Brilliant Machines Never Will

by Geoff Colvin

“The number of people who wrongly believed they could never be replaced by a computer keeps growing.” So what are the skills in which humans can maintain a competitive advantage over machines?

“Skills of interaction are becoming the key to success… Now, as technology drives forward more powerfully every year, the transition to the newly valuable skills of empathizing, collaborating, creating, leading, and building relationships is happening faster than corporations, governments, education systems, or most human psyches can keep up with.”  Continue reading “Humans are Underrated: What High Achievers Know that Brilliant Machines Never Will” →

andreweverett360 Book Review, Management

The Tyranny of Metrics

The Tyranny of Metrics

by Jerry Z. Muller

“This book argues that while they are a potentially valuable tool, the virtues of accountability metrics have been oversold, and their costs are often underappreciated.” There are chapters on the dysfunction of “metric fixation” in colleges and universities; schools; medicine; policing; the military; business; and philanthropy. Problems include gaming the system, costs exceeding benefits, and diverting effort from the core mission. A major theme is metrics as a substitute for competent judgment.  Continue reading “The Tyranny of Metrics” →

andreweverett360 Book Review, Creativity, Marketing

Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

by Rory Sutherland

In Alchemy—published simultaneously in the U.K. with a punchier subtitle: The Surprising Power of Ideas that Don’t Make Sense—Sutherland writes with a humorous style filled with wisdom about consumer behavior, innovation, branding, hiring, the weakness of market research, and more. Continue reading “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life” →