Go Luck Yourself: 40 Ways to Stack the Odds in Your Brand’s Favour

Go Luck Yourself: 40 Ways to Stack the Odds in Your Brand’s Favour

by Andy Nairn

“After almost 30 years in advertising, I’ve often been struck by the pivotal role that chance plays… Luck remains a dirty secret because it’s seen to undermine the virtues of hard work, talent, and intelligence that are at the heart of any successful business culture… I believe that luck exists—and also that you can improve it.”

Andy Nairn is co-founder of Lucky Generals, a creative agency in the UK whose clients include Yorkshire Tea and the Co-op. His book consists of 40 bite-sized chapters divided into to four sections:

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Media Planning from Recency to Engagement

Media Planning from Recency to Engagement

by Erwin Ephron (1934-2013)    

Erwin Ephron was a media executive at several ad agencies. He was a proponent of the recency model of media planning, which aims to be present when people are most receptive to the advertising. Recency attempts “to intercept the next purchase with a brand message.”

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B2B Institute’s B2B Trends

2030 B2B Trends: Contrarian Ideas for The Next Decade

by Peter Weinberg and Jon Lombardo, The B2B Institute

The B2B Institute published a 43-page PDF on what they foresee as the three major trends in business-to-business marketing: (1) a greater emphasis on building long-term brand equity; (2) greater consistency in creative execution; and (3) a shift from hyper-targeting to broader reach within categories. Some of the ideas presented in this paper will sound familiar to anyone who has read the work of Ehrenberg-Bass Institute or the work of Les Binet and Peter Field. Continue reading “B2B Institute’s B2B Trends”

How Not to Plan: 66 Ways to Screw it Up

How Not to Plan: 66 Ways to Screw it Up

by Les Binet and Sarah Carter

Packed with insights, this book is a compendium of 66 articles originally published in Admap, “all loosely based on a myth-busting theme.” The word “not” in the book title and each article title is in strikethrough type. The articles are grouped into 9 chapters: Setting Objectives; Product, Price, and Place; Brand and Communication; Research and Analysis; Talking and Thinking Strategy; Who Are You Talking To?; Media and Budgets; Creative Work; and Effectiveness and Evaluation.  Continue reading “How Not to Plan: 66 Ways to Screw it Up”

Eat Your Greens: Fact-Based Thinking to Improve Your Brand’s Health

Eat Your Greens: Fact-Based Thinking to Improve Your Brand’s Health

Edited by Wiemer Snijders

This book is a compilation of 42 chapters written by 37 practitioners and scholars of branding, advertising, and marketing. “The brief to all of the contributors was simple: tell us how you apply or find inspiration from marketing science in a short, easy-to-digest paper… I did not ask them to write about a particular topic; this was intended as a bag of nutritious ‘mixed greens.’” There is no chapter on spinach or basil, but somehow cauliflower scored a cameo role in chapter 26. Continue reading “Eat Your Greens: Fact-Based Thinking to Improve Your Brand’s Health”

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”

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”

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”

The Rouser Manifesto 2019

The Rouser Manifesto 2019

Rather than featuring a book in this post, I have selected a paper written by the team at the Swedish marketing firm Rouser.  The Rouser Manifesto takes a big-picture perspective on marketing effectiveness, calling out the problematic trend of focusing solely on short-term return on marketing investment (ROMI) while eroding brand equity.

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Reinventing You: Define Your Brand, Imagine Your Future

Reinventing You: Define Your Brand, Imagine Your Future

by Dorie Clark

This book is about making a career change. It starts with understanding your transferable skills, identifying how you are different as a competitive advantage, then establishing a narrative to make sense of your transition.

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