our slogan, ad campaign images, or your logo may identify with your brand. But branding is something more. Branding is something you don’t own or have complete control over. Branding is what the market feels, thinks, and expects when it sees your slogan, logo, or ad images. Therefore, how do we try to manipulate the market of our banding? What do we want to be known for? Remember the old saying, “it takes a lifetime to build a reputation, and a minute to destroy it.” With the best books on branding, you can dive into the depths of understanding this important business concept.
Best Books on Branding: THE LIST
1. Building a Story Brand | By Donald Miller
Donald Miller’s StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This revolutionary method for connecting with customers provides listeners with the ultimate competitive advantage, revealing the secret for helping their customers understand the compelling benefits of using their products, ideas, or services. Building a StoryBrand does this by teaching listeners the seven universal story points all humans respond to, the real reason customers make purchases, how to simplify a brand message so people understand it, and how to create the most effective messaging for websites, brochures, and social media.
Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Quotes from Building A Story;
“Story is atomic. It is perpetual energy and can power a city. Story is the one thing that can hold a human being’s attention for hours.”
“Simply turning our focus to the customer and offering them a heroic role in a meaningful story is enough to radically change the way we talk about, and even do, business.”
“People will always choose a story that helps them survive and thrive.”
“Every human being is already speaking the language of story, so when you begin using the SB7 framework, you’ll finally be speaking their language.”
2. Good Is the New Cool | By Afdhel Aziz and Bobby Jones
3. Positioning: The Battle For Your Mind | By Jack Trout and Al Ries
“Ries and Trout taught me everything I know about branding, marketing, and product management. When I had the idea of creating a very large thematic community on the Web, I first thought of Positioning….”―David Bohnett, Chairman and Founder of GeoCities
A handsome edition of the original 1981 text, this 20th Anniversary Edition makes available to business and marketing professionals―including tens of thousands of Ries and Trout groupies, worldwide―the work that forever changed the way marketing strategy is done. This new edition features commentary from the authors that offers fresh insight into why “positioning” a product in a prospective customer’s mind is still the most important strategy in business, and includes numerous examples of campaigns that followed, or didn’t follow, Ries and Trout’s thinking.
Quotes from Positioning: The Battle For Your Mind;
“The best approach to take in our over-communicated society is the over-simplified message.”
“History shows that the first brand into the brain, on average, gets twice the long-term market share of the No. 2 brand and twice again as much as the No. 3 brand. And the relationships are not easily changed.”
“Anyone can use positioning strategy to get ahead in the game of life.”
“No matter how brilliant you are, it never pays to cast your lot with a loser. Even the best officer on the Titanic wound up in the same lifeboat as the worst. And that’s if he was lucky enough to stay out of the water.”
4. Why We Buy | By Paco Underhill
Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture—full of fresh observations and important lessons from the cutting edge of retail such as Internet behemoths Amazon and iTunes as well as the globalization of retail in the world’s emerging markets.
This enlightening edition includes new information on:
-The latest trends in online retail—what retailers are doing right and what they’re doing wrong—and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers.
-A guided tour of the most innovative stores, malls, and retail environments around the world—almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber-luxurious Sao Paolo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing.
The new Why We Buy is an essential guide that offers advice on how to keep your changing customers and entice new and eager ones.
Quotes from Why We Buy;
“A good store is by definition one that exposes the greatest proportion of its goods to the greatest number of its shoppers for the longest period of time – the store, in other words, that puts its merchandise in our path and our field of vision in a way that invites consideration.”
“It is possible to anticipate and even determine how and where people will walk – that we go in predictable paths and speed up, slow down and stop in response to our surroundings.”
“The more shopper-employee contacts that take place, the greater the average sale. Talking with an employee has a way of drawing a customer in closer.”
“The longer a shopper remains in a store, the more he or she will buy. And the amount of time a shopper spends in a store depends on how comfortable and enjoyable the experience is.”
5. Digital Luxury | By Wided Batat
The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital.
This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples.
Quotes from Digital Luxury;
“Digital tools give a practical convenience to luxury, which should not be in contradiction with its exceptionalism.”
“For luxury brands, blogs represent a communication channel that is complementary to traditional media.”
“What explains the trend around gamification is its impact in terms of consumer commitment.”
“Luxury companies…need to innovate, rethink and extend their stores to generate a memorable and efficient omnichannel experience.”
6. Upside | By Kenneth W. Gronbach and M.J. Moye
What will happen when retiring Boomers free up jobs? How will Generation Y alter housing and transportation? Which states will have the most dynamic workforces when the Millennials settle into their careers? The next generational wave is shaking up the rank and file. How will it all affect you? Demographics not only define who we are, where we live, and how our numbers change but–for those who can read beyond the raw figures–they open up hidden business opportunities that lie ahead. In Upside, demographer Kenneth Gronbach has put this powerful yet little-understood science to work finding the answers to all these questions and more. After synthesizing reams of data to show how the different generations have impacted and will continue to impact markets and economies, Gronbach has provided for readers lively and certainly surprising answers. Find out:• What each age cohort is likely to buy both now and in the future• What sectors are likely to grow or lag• How profits dovetail with consumer numbers• How to make sense of the numbers to chart your own path• And more! Whether you are an investor, marketer executive, or entrepreneur, the comprehensive data and findings in Upside will help you target promising trends, spot the potential for profits, and discover hidden business opportunities you would not have found previously.
Quotes from Upside;
“Without people, there is no demand, and without demand, there is no need for supply, and, of course, without the two of them, there’s certainly no need for business.”
“Demographic forecasting is…more of an art than a science, and demographers do occasionally get it wrong.”
“The number of funerals and cremations…will increase dramatically and not look back for 30 years.”
“Being able to anticipate a demand sets you apart and probably makes you a lot richer.”
“Counting people is the easy part; working out the implications of those numbers can prove more difficult. [They are] right before our very eyes, and yet we so often remain totally blind to them.”
7. Fascinate | By Sally Hogshead
Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?
And then there’s the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone.
The word “fascinate” comes from the Latin word fascinare, meaning “to bewitch or hold captive so others are powerless to resist.” Fascination is the most powerful force of attraction, drawing customers into a state of intense focus.
This extensively revised and updated edition includes Hogshead’s latest research on the science of fascination. Combining original case studies with award-winning copywriting experience, she gives you the exact words you need to capture the attention of a distracted world.
This new edition includes a free assessment tool called the Brand Fascination Profile, which will help you earn attention in any environment.
Dive into the science of fascination and learn how to:
- Increase prices with ideas from poker to Play-Doh
- Build revenue by learning about the $14 million license plate
- Get better leads through hypnosis by Sigmund Freud and Steve Jobs
- Attract raving fans by following the cult of pistachio ice cream
Whether you realize it or not, your brand is already applying one of the seven Advantages Hogshead describes here: Innovation, Passion, Power, Prestige, Mystique, Alert, or Trust. The question is, how can you apply these core Advantages to stand out in a crowded and distracted world? Hundreds of large corporations, small businesses, and universities—including Twitter, IBM, Porsche, and New York University—use the Fascinate system to captivate their customers. Why? The answers are in this book.
Quotes from Fascinate;
“Focusing your marketing message around your brand Advantage…allows you to distinguish yourself from the competition and not compete on price.”
“Branding is mysterious. It is fascinating. It is a form of witchcraft. Yet there are patterns to the process. Once you have the patterns, you can bring it to life.”
“Brands aren’t static; they are living, breathing things that organically change and evolve as new people join the conversation.”
8. Marketing 5.0 | By Phill kotler, Hermawan Kartajaya, and Iwan Setiawan
Rediscover the fundamentals of marketing from the best in the business.
In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade.
Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including:
· Artificial Intelligence for marketing automation
· Agile marketing
· “Segments of one” marketing
· Contextual technology
· Facial recognition and voice tech for marketing
· The future of Customer Experience (CX)
· Transmedia storytelling
· The “Whatever-Whenever-Wherever” service delivery
· “Everything-As-A-Service” business model
· Internet of Things and blockchain for marketing
· Virtual and augmented reality marketing
· Corporate activism
Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.
Quotes from Marketing 5.0;
“Marketing 4.0 leverages machine-to-machine connectivity and artificial intelligence to improve marketing productivity while leveraging human-to-human connectivity to strengthen customer engagement.”
“Instead of delivering value-proposition messages, marketers should be distributing content that is useful and valuable for the customers.”
“Marketers should aim to combine the best of both worlds – the immediacy of online channels and the intimacy of offline channels.”
“Customers paint their own picture of companies and brands, which is often very different from the image that companies and brands intend to project.”
9. Rocket | Michael J. Silverstein, Dylan Bolden, Rune Jacobsen, and Rohan Sajdeh
Rocket tells the story of how sixteen remarkable business leaders created great brands. Leslie Wexner tells you how he turned a two-store chain into a $6.5 billion worldwide brand called Victoria Secret, and Howard Schultz shares how he took his passion for a little coffee shop in Seattle and grew it into a 22,000-store chain, just to name two. Every story is connected to a “how-to” lesson, and by the end, you’ll have what you need to turn your best customers into apostles, cravers, and brand ambassadors.
A must-have guide for everyone who wants to grow their business faster than a competitor, this authentic, vibrant, and engaging book brings you the latest practical techniques for knowing your customers’ desires and behaviors in order to deliver intimately rewarding experiences every time they shop―including knowing what they need before they do. Included is a “self-critique” to identify where you are currently before you transform your career and company by mastering how to:
• Create a demand-space map and predict how big a share of a demand space you can win with the proper mix of emotional and functional benefits satisfying the attributes of that space
• Determine a strategic direction for where to place investment bets, identify which brands are best suited to win, and which are most responsive to investment
• Deliver all the core benefits of a particular demand space in your product―from packaging, shelving, pricing, and promotion to message development, store operations, delivery, and employee engagement
• Maintain a long-term vision to continuously quantify and modify for ongoing improvement, while using your successes to convert more champions along the way
With Rocket, you can rise into a cycle of renewal, energy, and power that can launch startups to phenomenal success and turn around the fate of multinational corporations.
Quotes from Rocket: Eight Lessons to Secure Infinite Growth;
“When consumers love you…they will provide you with loyalty, a stream of purchases, a price premium, and advocacy with friends and strangers.”
“If consumers are not spreading the word in a big way, your products or services are doomed to a mediocre reception.”
“For most companies, their top 1% or 2% of customers contribute 20% to 30% of sales through direct purchases.”
“Few companies count the value of their best customers’ purchases and…the purchases that those customers promote through word-of-mouth advocacy.”
10. Selling the Invisible | By Harry Beckwith
SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as:
- Greatness May Get You Nowhere
- Focus Groups Don’ts
- The More You Say, the fewer People Hear &
- Seeing the Forest Around the Falling Trees.
Quotes from Selling The Invisible: A Field Guide to Modern Marketing;
“Common sense will only get you so far. For inspiring results, you’ll need inspiration.”
“In service marketing, almost nothing beats a brand.”
“This focus on getting the word outside distracts companies from the inside, and from the first rule of service marketing: The core of service marketing is the service itself.”
“You can’t learn from your strategy. It’s just sitting there pretending it knows what it’s talking about, while your tactics are out there getting battle tested by the market.”
“Execute passionately. Marginal tactics executed passionately almost always will outperform brilliant tactics executed marginally.”
11. Legacy in the Making | By Mark Miller and Lucas Conley
Winner of a 2019 International Book Award, Silver Medalist in the 2019 American Business Awards, Finalist for International Book of the Year at the 2019 Business Book Awards, and one of Forbes’ Top Ten Business Books for 2018.
A book for a different breed of business leader, one who looks beyond the moment to create a life of significance.
Most of us are familiar with the traditional way of looking at legacy―something preserved in the past. Traditional legacy is all around us, evidenced by the steady churn of autobiographies, bequests, commemorations, and dedications we are forever leaving in our collective cultural wake. This is not the legacy you will find in this book.
Legacy in the Making celebrates an active, dynamic form of “modern legacy,” seen through the eyes of a select group of extraordinary men and women who are pursuing their enduring ambitions in the age of now. More than caretakers of the past, these modern legacy builders are also the authors of a vital today and tomorrow. Rather than leaving their legacies behind them, they are looking ahead to harness their long-term ambitions and inspire others to help carry them forward. These are not static, traditional legacies. These are legacies in the making.
Quotes from Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World;
“Leaders with the modern legacy mind-set find a new way, cultivating enduring significance by bringing the past forward and reinvigorating their brands each day.”
These “leaders…forge extraordinary and lasting change by breaking rules, including reconciling paradoxes.”
“When you are guided by your long-term personal ambition, the potential of your modern legacy is limitless.”
“Seek out the problems no one has been able to fix, and don’t let the failure of others prevent your success.”
12. Brand Protection in the Online World | By David N. Barnett
The growth of the Internet has had a profound effect on the way business is carried out and has provided an unprecedented opportunity for third-party individuals and organizations to attack brands with relative ease. These changes have resulted in the birth of a significant and rapidly-growing new industry: that of online brand protection, consisting of specialist service providers which can be employed by brand owners to monitor and prevent potential attacks on their brand.
Brand Protection in the Online World explains the full scope of Internet infringement, and associated monitoring and enforcement options that are most relevant to brand owners and managers. Covering crucial topics such as brand abuse, counterfeiting, fraud, digital piracy, and more, Brand Protection in the Online World provides a clear and in-depth exploration of the importance of, and ideas behind, the brand-protection industry.
Quotes from Brand Protection in the Online World: A Comprehensive Guide;
“Almost a quarter of all Internet traffic is associated with the sharing of infringing content, with a projected total market value of US $240 billion by 2015.”
“Domain names that 1) are not covered by publicly available zone files, 2) do not have names that make them identifiable via parallel look-ups and 3) are not indexed by search engines…may not be easily detectable.”
“Inaction against infringing content can have adverse effects on levels of customer trust in the brand and can also ultimately damage the brand owner’s strength of claim to rights over the brand name.”
“Essentially, a domain name is the basic piece of Internet ‘property’ that allows an organization or individual to produce a…website.”
13. The Activation Imperative | By William Rosen and Laurence Minsky
The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating them—from simply projecting what a brand is to optimizing what it does—to move people closer to a transaction.
Drawing on years of research and experience with the world’s most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today’s increasingly fragmented marketing landscape to more efficiently build their brands and their business.
Quotes from The Activation Imperative: How to Build Brands and Business by Inspiring Action;
“Today’s marketer has a robust suite of marketing tools and opportunities to drive engagement beyond simply trumpeting the brand essence.”
“Marketers need “to methodically identify the right formula for their brands based on their unique consumer, shopper and category dynamics.”
“Activating a brand means stimulating behaviors in the brand’s target consumers, shoppers or prospects that help move them toward the marketer’s ultimate goal – transaction.”
“While attitudes, awareness, intentions and beliefs are all critical, behaviors are everything.”
14. People Over Profit | By Dale Partridge
Every day major headlines tell the story of a new and better American marketplace. Established corporations have begun reevaluating the quality of their products, the ethics of their supply chain, and how they can give back by donating a portion of their profit to meaningful causes. Meanwhile, millions of entrepreneurs who want a more responsible and compassionate marketplace have launched a new breed of socially focused business models.
Sevenly founder Dale Partridge uncovers the seven core beliefs shared by consumers, starters, and leaders behind this transformation. These beliefs have enabled Dale to build a multimillion-dollar company that is revolutionizing the marketplace. He believes they are the secret to creating a sustainable world that values honesty over deception, transparency over secrecy, authenticity over hype, and ultimately, people over profit.’
Quotes from People Over Profit: Break the System, Live with Purpose, Be More Successful;
“When I looked at the organizational histories of America’s most storied businesses, I discovered something fascinating: ‘Bad’ companies haven’t always been bad.”
“When a company is first born, it is much like a human baby – pink-faced, innocent, existing almost exclusively for the benefit of others.”
“For most organizations and business leaders, energy is invested in solving the current problems we’re facing without stopping to diagnose where we are being driven from and to. Like a bad doctor, we treat the symptoms without diagnosing the disease.”
“History has proven that all lasting commerce is born from a dedication to high character, high quality and high customer loyalty.”
15. Relationship Marketing | By Regis McKenna
Quotes from Relationship Marketing: Successful Strategies for the Age of the Customer;
“Technology is transforming choice, and choice is transforming the marketplace.”
“Today technology has created the promise of ‘any thing, any way, any time’.”
“Marketing today is not a function; it is a way of doing business.”
“In the 1990s, successful companies are becoming market-driven, adapting their products to fit their customers’ strategies.”
“The willingness as well as the ability to read your audience is what marketing is all about.”
“After all, what is a successful brand but a special relationship?”
16. X | By Brian Solis
Welcome to a new era of business in which your brand is defined by those who experience it.
Do you know how your customers experience your brand today?
Do you know how they really feel?
In an always-on world where everyone is connected to information and also one another, customer experience is your brand. And, without defining experiences, brands become victim to whatever people feel and share.
In his new book X: The Experience When Business Meets Design bestselling author Brian Solis shares why great products are no longer good enough to win with customers and why creative marketing and delightful customer service too are not enough to succeed. In X, he shares why the future of business is experiential and how to create and cultivate meaningful experiences.
This isn’t your ordinary business book. The idea of a book was re-imagined for a digital meets analog world to be a relevant and sensational experience. Its aesthetic was meant to evoke emotion while also giving new perspectives and insights to help you win the hearts and minds of your customers. And, the design of this book, along with what fills its pages, was done using the principles shared within.
Brian shares more than the importance of experience. You’ll learn how to design a desired, meaningful and uniform experience in every moment of truth in a fun way including:
- How our own experience gets in the way of designing for people not like us
- Why empathy and new perspective unlock creativity and innovation
- The importance of User Experience (UX) in real life and in executive thinking
- The humanity of Human-Centered Design in all you do
- The art of Hollywood storytelling from marketing to product design to packaging
- Apple’s holistic approach to experience architecture
- The value of different journey and experience mapping approaches
The future of business lies in experience architecture and you are the architect.
Business, meet design.
Quotes from X: The Experience When Business Meets Design;
“We’ve entered a new era in experience creation, and businesses that don’t learn to craft much more satisfying experiences for their customers have a great deal to lose.”
“The fundamental mission of experience architecture [is] to help us see things through others’ eyes, to feel what they feel and hear the thoughts they don’t speak.
“The experience starts with the core of your brand – what it means, what it stands for – and then evolves from a commitment to following through on the brand promise in all of the micro-moments of the customer’s journey.”
“What if we stopped assuming how the customer thinks and acts, and learned how it’s different from what we know?”
17. All About Them | By Bruce Turkel
The best companies and most successful salespeople live by a three-word mantra—”all about them”—because when they relentlessly focus their brand on their customers instead of themselves, their businesses flourish. All about Them shows readers how to use this simple but extremely powerful influencing technique. Bruce Turkel, who has advised some of the world’s greatest companies, including American Express and Bacardi, lays the groundwork by relating his personal journey of discovery to the “All about Them” principle. He goes on to explore our technology-driven, hyper-connected culture; the power of storytelling (and story-selling); brand authenticity and transparency; and more.
Quotes from All About Them: Grow Your Business by Focusing on Others;
“The message that matters most is what you are going to do for them.”
“Great brands connect viscerally and emotionally with consumers.”
“While you’re busy trying not to offend or upset anyone, you’re also not getting anyone’s attention or changing anyone’s mind.”
“In today’s interactive environment – when anyone can speak to everyone – you can no longer decide what your personal brand is: Your customers make and promote that decision.”
“Today, the bigger the company, the less likely unmanaged marketing messages are to result in a comprehensive, cogent and ultimately valuable brand.”
18. Perennial Seller | By Ryan Holiday
The book that Inc. says “every entrepreneur should read” and an FT Book of the Month selection…
How did the movie The Shawshank Redemption fail at the box office but go on to gross more than $100 million as a cult classic?
How did The 48 Laws of Power miss the bestseller lists for more than a decade and still sell more than a million copies?
How is Iron Maiden still filling stadiums worldwide without radio or TV exposure forty years after the band was founded?
Bestselling author and marketer Ryan Holiday call such works and artists perennial sellers. How do they endure and thrive while most books, movies, songs, video games, and pieces of art disappear quickly after initial success? How can we create and market creative works that achieve longevity?
Holiday explores this mystery by drawing on his extensive experience working with businesses and creators such as Google, American Apparel, and the author John Grisham, as well as his interviews with the minds behind some of the greatest perennial sellers of our time. His fascinating examples include:
• Rick Rubin, producer for Adele, Jay-Z, and the Red Hot Chili Peppers, teaches his artists to push past short-term thinking and root their work in long-term inspiration.
• Tim Ferriss, whose books have sold millions of copies, in part because he rigorously tests every element of his work to see what generates the strongest response.
• Seinfeld, which managed to capture both the essence of the nineties and timeless themes to become a modern classic.
• Harper Lee, who transformed a muddled manuscript into To Kill a Mockingbird with the help of the right editor and feedback.
• Winston Churchill, Stefan Zweig, and Lady Gaga, who each learned the essential tenets of building a platform of loyal, dedicated supporters.
Holiday reveals that the key to success for many perennial sellers is that their creators don’t distinguish between the making and the marketing. The product’s purpose and audience are in the creator’s mind from day one. By thinking holistically about the relationship between their audience and their work, creators of all kinds improve the chances that their offerings will stand the test of time.
Quotes from Perennial Seller: The Art of Making and Marketing Work That Lasts;
“The difference between a great work and an idea for a great work is all the sweat, time, effort and agony that go into engaging that idea and turning it into something real.”
“If there is any magic in creative expression, it’s how small, even silly ideas can become big, important, awe-inspiring works if a person invests enough time in them.”
“Deep, complex work is built through a relentless, repetitive process of revisitation.”
“To be great, one must make great work, and making great work is incredibly hard.”
“All the marketing in the world won’ t matter if the product hasn’t been made right.”
“While luck is certainly an important factor, perennial success is also the result of the right decisions, the right priorities and the right product.”
19. Innocent | By Dan Germain
We started making smoothies in 1999. On that first day, we sold twenty-four bottles, and now we sell over 2 million a week, so we’ve grown since then. This book is about the stuff we’ve learned since selling those first few smoothies. About having ideas and making drinks, about running a business and getting started, about nature and fruit, about company life and working with friends, about the stuff we’ve got right and the stuff we got wrong, and about squirrels . . . and camping . . . and doing the right thing. We thought we’d write it all down in a book so we don’t forget any of it, and maybe help other people too. We started innocent from scratch, so we’ve learned a lot of things by getting stuff wrong. Some other lessons have come from listening carefully to people clever than us. And some stuff we just got lucky on. But all of it, the good the bad, and the useful, is in here. Plus, perhaps our mums will finally believe us when we tell them we haven’t rung home for a while because we’ve been a bit busy these past few years.
Quotes from Innocent: Our Story & Some Things We’ve Learned;
“Like most good business ideas, ours was clear and simple. The world of commerce rewards simplicity and its associates, clarity and focus.”
“We will always back the person who has tried something and failed over the person who never tried anything new in the first place.”
“When it comes to recruitment, if you act in haste, you repent at leisure.”
“The theory behind the Granny Test is that if you need three paragraphs to explain your idea and strategy, it’s probably too complicated or unclear.”
20. Money and Soccer | By Stefan Szymanski
Modern soccer is big business. From the ill-received takeover of Manchester United by the Glazer family to Paris Saint Germain’s current shopping spree for the best footballers on the planet, soccer finance has become an increasingly important part of the game.
Barely a summer goes by now without a cherished club going into administration or a wealthy businessman funding a mid-table team’s ascension to Champions League competitor. Meanwhile, the twice-annual multi-million dollar merry-go-round of transfer season sees players (and now managers) signed for sums thought impossible just a decade ago. Understanding soccer finance has become essential for comprehending the beautiful game. But for many fans, soccer finance remains, frustratingly, a world that is opaque and difficult to grasp.
Stefan Szymanski, the co-author of the bestselling Soccernomics, tackles every soccer fan’s burning questions in Money and Soccer: A Soccernomics Guide. From the abolition of the maximum wage in the 1960s, through to the impact of TV money both at home and abroad in the 1990s and 2000s, Szymanski explains how money, or lack of it, affects your favorite club. Drawing on extensive research into financial records dating back to the 1970s, Szymanski provides a clear analysis of the way that clubs have transformed in the modern era.
This book isn’t limited to European clubs. Szymanski, a renowned expert on sports management and economics, looks at what we can learn from comparing the ascension of Europe’s biggest clubs to their lofty perches and with new financial models across the world. Through careful research and informative stories drawn from around the globe, Szymanski provides an accessible guide to the world of soccer finance.
Quotes from Money and Soccer: A Soccernomics Guide;
“The central paradox of soccer is that no matter how much we know about each player, the outcome of every competitive game remains unpredictable.”
“Soccer has in many ways become the most attractive athletic activity on the planet and too many young kids (mainly boys) dream of making it as professional players.”
“Replica soccer jerseys were rarities 30 years ago; nowadays every respectable fan must have at least one.”
“In England, sports such as cricket and rugby are perceived largely as the preserve of the elite, while soccer became the game of the people.”
21. Seducing Strangers | By Josh Weltman
The author says it best: “This book is for people like you and me. People who go to work and—using words, pictures, music, and stories—are expected to make s**t happen . . . to make the phone lines light up and the in-box fills up. Attract fans, friends, and followers. Make the cash register ring. Win the business. Close the deal. Sell something.” Joshua Weltman knows just how to do that, and teaches others how to do it, too. An advertising creative director for more than 25 years and the Mad Men co-producer responsible for Don Draper’s credibility as an advertising genius, Weltman distills everything he knows about the art of persuasion into a playbook? of rules, principles, insights, insider anecdotes, and more, all tailored to the fast-changing life in the information economy.
Weltman identifies the four elements of selling—one of which is behind everything from a national television campaign to an email blast. There’s the ad that makes people curious—want to know more? That creates a sense of urgency—limited time offer! That increases market share—why we’re unique, or just better. And the ad that protects margins—thank you for your loyalty. And then Weltman explains how to employ these strategies, including the six words that win business; the four kinds of stories; what to do if your product sucks; why lying in an ad will never pay off; why information reduces doubt; how to think like a force-multiplier; why different is better than better; why to remove jargon and acronyms and reveal ideas and relationships.
Quotes from Secuding Stranges: How to Get People to Buy What You’re Selling;
“People working in today’s information economy spend all or most of their time and effort trying to get someone somewhere to do something.”
‘“What’s the secret to success?’ ‘Early to bed, early to rise, work like hell and advertise’.”
“Creating happy customers is a lot more about aligning expectations with product reality than it is about product quality.”
“If and when things do go right and you get a yes, stop talking, stop selling, stop seducing, stop doing everything you’re doing. Just get up, shake hands and walk away a winner.”
22. The Art of Social Media | By Guy Kawasaki and Peg Fitzpatrick
By now it’s clear that whether you’re promoting a business, a product, or yourself, social media is near the top of what determines your success or failure. And there are countless pundits, authors, and consultants eager to advise you.
But there’s no one quite like Guy Kawasaki, the legendary former chief evangelist for Apple and one of the pioneers of business blogging, tweeting, Facebooking, Tumbling, and much, much more. Now Guy has teamed up with Peg Fitzpatrick, who he says is the best social-media person he’s ever met, to offer The Art of Social Media—the one essential guide you need to get the most bang for your time, effort, and money.
With over one hundred practical tips, tricks, and insights, Guy and Peg present a bottom-up strategy to produce a focused, thorough, and compelling presence on the most popular social media platforms. They guide you through steps to build your foundation, amass your digital assets, optimize your profile, attract more followers, and effectively integrate social media and blogging.
For beginners overwhelmed by too many choices as well as seasoned professionals eager to improve their game, The Art of Social Media is full of tactics that have been proven to work in the real world. Or as Guy puts it, “great stuff, no fluff.”
Quotes from The Art of Social Media: Power Tips for Power Users;
“There are only two kinds of people on social media: those who want more followers and those who are lying.”
“Success favors the bold as well as the interesting on social media, so don’t hesitate to express your feelings and agenda.”
“Maintain your dignity, don’t grovel for followers and share good stuff in large quantities.”
23. Audio Branding | By Laurence Minsky and Colleen Fahey
Audio Branding is a concise, practical guide on the influential world of audio branding – what it is, why it’s important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer?
Audio Branding delivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand), Atlanta Convention & Visitors Bureau (a warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can infuse sound into so many different aspects of their identity, building in subtle longevity of brand presence through daily user experience.
Quotes from Audio Branding: Using Sound to Build Your Brand;
“In today’s world, brands must now treat sound with the same care and discipline as they do their graphic standards and visual brand building.”
“While a musical idea may be less explicit than a verbal idea, it has a much greater power to differentiate.”
“Your brand will have many aspects. Consequently, your brand’s sound will never convey just one part of your personality. There are countless ways these facets can be combined.”
“There are infinite potential combinations, which is why each custom-tailored audio brand is able to sound like no other.”
24. Jab, Jab, Jab, Righ Hook | By Gary Vaynerchuk
New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. A mash-up of the best elements of Crush It! and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really work.
When managers and marketers outline their social media strategies, they plan for the “right hook”—their next sale or campaign that’s going to knock out the competition. Even companies committed to jabbing—patiently engaging with customers to build the relationships crucial to successful social media campaigns—want to land the punch that will take down their opponent or their customer’s resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don’t.
Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It’s not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices—content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.
25. Top of Mind | By John Hall
What do many successful businesses and leaders have in common? They’re the first names that come to mind when people think about their particular industries. How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out.
It’s the winning approach John Hall used to build Influence & Co. into one of “America’s Most Promising Companies,” according to Forbes. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter. He reveals:
• how consumer needs and expectations have changed and what this shift means for you
• how to build a helpful, authentic, and consistent brand that serves others just as well as it serves you
• proven methods for using digital content to enrich your target audience’s lives in ways that build real, lasting trust
Whether you’re a marketing leader engaging an audience of potential customers, a business leader looking to humanize your company brand, or an industry up-and-comer seeking to build influence, maintaining a prominent spot in your audience’s minds will increase the likelihood that the moment they need to make a choice, you’ll be the first one they call. There’s no better way to drive opportunities that result in increased revenue and growth.
Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.
Quotes from Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter to You;
“Authenticity is the foundation of your relationship with your audience. But for the relationship to flourish, it’s not enough to simply be authentic; you also have to deliver tangible value.”
“Whatever your goal is, make sure your team understands the direct relationship between thought leadership and conversion.”
“Consistent quality…generates credibility and helps people form positive opinions and judgments.”
“It’s not enough to create great content; you have to create great content that targets your audience’s needs in the moment.”
26. Disruptive Marketing | By Geoffrey Colon
“Companies are still built and structured to solve linear, 20th-century marketing issues. The marketing skills that used to work splendidly are incompatible with today’s world.”“Disruptive marketers don’t need to reach a mass audience because they don’t need to appeal to a mass audience.”“Conventional marketing mind-sets have start-and-stop periods in which the campaign runs from one set date to another. But the digital world has no off switch.”“Disruptive marketing is truly a blend of tinkering, psychology, sociology, anthropology, neuroscience, art, design, math, lateral thinking, predictive analytics, APIs [application programming interfaces] and measurement.”
27. The Physics of Brand | By Aaron Kelle, Renee Marino, and Dan Wallace
If your organization wants to better understand customer experience and how it contributes to brand value, The Physics of Brand is the place to start. This book offers a practical framework that shows how brands interact with people in time and space — to create value for people, brand owners, and society.
The authors leave a smile in your mind as they weave neuroscience, micro and macroeconomics and systems thinking into a narrative equally rewarding for general managers, marketers and finance leaders. If you think branding is limited to communication, sales conversions, or logo design, this book will expand your worldview. If you want a more precise method to value brands, this book will light your hair on fire.
Through the Time Model, you’ll learn why first moments are vital in creating long term brand memories, and you’ll find out how to design moments that lead to emotional engagement. You will also learn why time spent with a brand is an important and under-appreciated indicator of brand energy.
The Space Model shows how brands operate in the real world of Brand Owners, Brand Handlers, Communities and People. The Jacob’s Ladder Model shows how brand signals ladder-up to brand value. These three models provide a new framework to assess the value of brands and provide the tools to design superior customer experiences.
The chapters ground the ideas in reality through case studies that include KIND, Smartwool, Patagonia and The Honest Company, with fun detours such as Snoop Dog and Willy Nelson sharing a bucket of KFC in an Amsterdam parking lot. The writing is as friendly as the ideas are elevated. Each chapter includes clear summaries, mind bending thought experiments and pleasant diversions.
This book is for leaders who want to improve the customer experience in a measurable way. The Physics of Brand will help you arrive at a rewarding destination. The book presents a brand-new way of thinking.
“Brands and people meet across time and space, and those intersections are important spaces to study.”“Buying anything has many nuances involved that are yet to be understood.”“We see a brand as a noun, an intangible asset for the owner and a container of trust for the customer.”
28. The Customer Loyalty Loop | By Noah Fleming
How do you grow a truly sustainable business in the hyper-competitive 21st century? By using the practical, psychology-based strategies in this book to dive into the mind of your customer and enhance your business customer experience by creating “buying loops” that keep your customers coming back for more.
The Customer Loyalty Loop includes proven, science-backed secrets for building legions of loyal customers who will become evangelists for your business, buy from you repeatedly, and actually enjoy doing business with you.
You will learn a wide variety of simple but powerfully effective strategies, such as:
- How to stop using gimmicks and trick promotions to encourage repeat business, and what to do instead that will keep your customers coming back for more.
- How to use the “Butler Secret” to achieve results superior to any marketing campaign or promotion you’ll ever dream up.
- Why providing the best customer service isn?t enough anymore, and what you must do instead if you want your business to keep growing in the 21st century.
- The “Bentley Strategy” that will immediately and dramatically increase customer loyalty to your business.
- And many more proven tactics and strategies.
Quotes from The Customer Loyalty Loop: The Science Behind Creating Great Experiences and Lasting Impressions;
“Start thinking about every part of doing business with your company as an experience for the customer.”
“Why have people buy from you once when you can influence them and create an environment where customers want to buy again, and again, and again?”
“Businesses go to great lengths to create the right customer experience, but what they should be doing is creating the right customer memory.”
“Succeeding at creating a memorable customer experience requires careful and meticulous attention paid to how each customer memory is created.”
“How things are presented, the stories created and the metaphors used all influence perception, subsequent memories and, more important, decision making.”
29. Rethinking Prestige Branding | By Wolfgang Schaefer and J.P. Kuehlweig
Prestige brand experts JP Kuehlwein and Wolfgang Schaefer uncover the formula for what drives the success of iconic brands, offering a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally.
With insights from interviews with 50 premium brand experts and over 100 case studies from companies including Apple, Red Bull, Cirque du Soleil, and Hermès, Rethinking Prestige Branding will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick.
Quotes from Rethinking Prestige Branding: Secrets of the Ueber-Brands;
“Ueber-Brands are in the business of creating desirability, and they do this by surrounding themselves with an air of mystery.”
“If your brand manages to translate its mission and its history into a myth, it’s on its best way to reach the ultimate status, becoming a true cultural icon beyond any price consideration.”
“The higher you rise, the harder you fall. That’s particularly true for Ueber-Brands, and the worst is, it doesn’t even take much.”
“Ueber-Brands celebrate their iconic products as true heroes, marketing them full force without ever overselling or undermining them.”
30. Caffeinated | By Murray Carpenter
Journalist Murray Carpenter has been under the influence of a drug for nearly three decades. And he’s in good company, because chances are you’re hooked, too. Humans have used caffeine for thousands of years. A bitter white powder in its most essential form, a tablespoon of it would kill even the most habituated user. This addictive, largely unregulated substance is everywhere—in places you’d expect (like coffee and chocolate) and places you wouldn’t (like chewing gum and fruit juice), and Carpenter reveals its impact on soldiers, athletes, and even children. It can make you stronger, faster, and more alert, but it’s not perfect, and its role in health concerns like obesity and anxiety will surprise you.
Making stops at the coffee farms of central Guatemala, a synthetic caffeine factory in China, and an energy shot bottler in New Jersey, among numerous other locales around the globe, Caffeinated exposes the high-stakes but murky world of caffeine, drawing on cutting-edge science and larger-than-life characters to offer an unprecedented understanding of America’s favorite drug.
Quotes from Caffeinated: How Our Daily Habit Helps, Hurts, and Hooks Us;
“Caffeine is so attractive that American bottlers blend more than ten million pounds of the addictive powder into their soft drinks every year.”
“Consistently and conspicuously absent from most ads for caffeine products is any mention of the ingredient that gives them their appeal.”
“All of caffeine’s effects – from athletic and cognitive boosts to sleepiness and anxiety – vary, depending on how quickly we process the drug.”
“A large dose of caffeine will give you a good kick and often a sense of euphoria. But reinforcement is often much more subtle, occurring below the level of consciousness.”
31. Hello My Name Is Awesome | Alexandra Watkins
Too many new companies and products have names that look like the results of a drunken Scrabble game (Xobni, Svbtle, Doostang). In this entertaining and engaging book, ace-naming consultant Alexandra Watkins explains how anyone–even noncreative types–can create memorable and effective brand names. No degree in linguistics required.
The heart of the book is Watkins’s proven SMILE and SCRATCH Test. A great name makes you SMILE because it is Suggestive–evokes something about your brand; is Memorable–makes an association with the familiar; uses Imagery–aids memory through evocative visuals; has Legs–lends itself to a theme for extended mileage; and is Emotional–moves people.
A bad name, on the other hand, makes you SCRATCH your head because it is Spelling challenged–looks like a typo; is a Copycat–similar to competitors’ names; is Restrictive–limits future growth; is Annoying–seems forced and frustrates customers; is Tame–feels flat, merely descriptive, and uninspired; suffers from the Curse of Knowledge–speaks only to insiders; and is Hard to pronounce–confuses and distances customers.
This 50 percent-new second edition has double the number of brainstorming tools and techniques, even more secrets and strategies to nab an available domain name, a brand-new chapter on how companies are using creative names around the office to add personality to everything from cafeterias to conference rooms, and much more.
Quotes from Hello My Name Is Awesome: How to Create Brand Names That Stick;
“Whether people see it on your storefront, read it on your badge at a trade show or see it on their caller ID, your brand name makes a critical first impression.”
“Investing in a well-planned identity system from the start is important to the long-term success of your brand.”
“Spelling-challenged names will forever frustrate your customers, embarrass your employees, and annoy journalists, bloggers and proofreaders.”
“Don’t get locked into a name that you may outgrow down the road. Plan ahead and choose a name that will be a wide enough umbrella to cover your future…offerings.”
32. What Great Brands Do | Denise Lee Yohn
Discover proven strategies for building powerful, world-class brands in this 800CEOREAD bestseller It’s tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built–and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn’s What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy.
- Reveals the seven key principles that the world’s best brands consistently implement
- Presents case studies that explore the brand building successes and failures of companies of all sizes including GE, IKEA, Chipotle Mexican Grill, and other remarkable brands
- Provides tools and strategies that organizations can start using right away
Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, and named as one of Inc. Magazine‘s Top Marketing Books of 2014, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
Quotes from What Great Brands Do: The Seven Brand-Building Principles that Separate the Best From the Rest;
“Great brands connect their internal culture to larger culture movements to establish authentic relevance and deeper emotional connection.”
“Managers of great brands view every consumer contact with the brand as an occasion that might either enhance the brand’s value or undermine it.”
“Your brand is not your image; your brand is what you do. Brands are about action, not advertising.”
“When you can’t see any daylight between what you believe, what you practice, what you offer and what you say about yourself, you are doing what great brands do.”
33. 7 Secrets of Persuasion | By James C. Crimmins
7 Secrets of Persuasion is the first book to take the latest scientific insights about the mind and apply them to the art of persuasion. It directly translates the revolution in neuroscience that has occurred over the last 40 years into practical new techniques for effective persuasion.
Whether your goal is to persuade one person—a husband, child, or boss—or the millions who might purchase an Apple Watch or a Budweiser, 7 Secrets of Persuasion will show you how to:
- Unearth the motivation that actually changes a behavior like smoking, voting, or buying, even though people don’t know why they do what they do.
- Tap into the mental process that gives religious symbols, political symbols, and commercial logos their power.
- Make a promise that is delayed, uncertain, and rational more compelling by making it immediate, certain, and emotional.
- Transform your candidate, service, or product into the one people want by utilizing what psychologists call the “fundamental attribution error.”
Quotes from 7 Secrets of Persuasion: Leading-Edge Neuromarketing Techniques to Influence Anyone;
“Because our automatic, nonconscious mental system directs us to do what we enjoy, we pay a little more attention to messages we enjoy.”
“Choosing carrots instead of a candy bar can contribute to weight loss. But weight loss is a long way off. Right now, a candy bar will taste better than carrots.”
“A persuasion attempt becomes more powerful when we focus on feeling and transform a reward that is delayed, uncertain and rational into one which is immediate, certain and emotional.”
“Show people that your recommended option is the best path to what they already desire.”
34. The Soft Edge | By Rich Karlgaard
What Does it Take to Get Ahead Now―And Stay There?
High performance has always required shrewd strategy and superb execution. These factors remain critical, especially given today’s unprecedented business climate. But Rich Karlgaard―Forbes publisher, entrepreneur, investor, and board director―takes a surprising turn and argues that there is now a third element that’s required for competitive advantage. It fosters innovation, it accelerates strategy and execution, and it cannot be copied or bought. It is found in a perhaps surprising place―your company’s values.
Karlgaard examined a variety of enduring companies and found that they have one thing in common; all have leveraged their deepest values alongside strategy and execution, allowing them to fuel growth as well as weather hard times. Karlgaard shares these stories and identifies the five key variables that make up every organization’s “soft edge”:
- Trust: Northwestern Mutual has built a $25 million dollar revenue juggernaut on trust, the foundation of lasting success. Learn how to create an environment that engenders trust and propels high performance.
- Smarts: In most technical fields your formal education quickly becomes out of date. How do you keep up? Learn how the Mayo Clinic, Stanford University women’s basketball team, and others stay on top by relentlessly pursuing an advantage through smarts.
- Teamwork: Since collaboration and innovation are a must in the global economy, effective teamwork is vital. Learn how global giant FedEx stays focused and how nimble Nest Labs relies on lean teams with cognitive diversity.
- Taste: Clever product design and integration are proxies for intelligence because they make customers feel smart. But taste goes further into deep emotional engagement. Specialized Bicycles calls it “the elusive spot between data truth and human truth.” How can you consistently make products or services that trigger these emotional touch points?
- Story: Companies that achieve lasting success have an enduring and emotionally appealing story. What’s your company’s story? How do you tell it your way? Gain the ability to create a powerful narrative in a world where outsiders often exercise the louder voice.
Quotes from The Soft Edge: Where Great Companies Find Lasting Success;
“The battle for money and attention boiling inside most companies and among most managers is that between the hard and soft edges.”
“Dignity, respect, pride – and the sense of trust those feelings engender – create real-world returns and measurable increases in productivity.”
“Smarts isn’t about looking for the next star student with a 4.0 or having an IQ that can boil water. Instead, it’s about the importance of hard work…perseverance and resilience.”
“To…left-brained business titans, the soft edge looks like a realm of artists, idealists, hippies, poets, shrinks and do-gooders.”
35. The End of Business as Usual | By Brian Solis
It’s a new era of business and consumerism―and you play a role in defining it
Today’s biggest trends―the mobile web, social media, real-time―have produced a new consumer landscape. The End of Business As Usual explores this complex information revolution, how it has changed the future of business, media, and culture, and what you can do about it.
Quotes from The End of Business as Usual;
“News no longer breaks, it tweets – demonstrating the efficiency, momentum and influence of the human network.”
“Whether consumers are online or offline, technology is evolving faster than the majority of businesses or consumers can adapt or assimilate.”
“You can’t be customer-centric if you don’t know who your customers are and what it is they value.”
“Controlling the moment is so last decade. It’s now up to the host – or in the world of business, the brand, leader or champion – to create moments that are nothing short of engaging.”
“The medium is no longer just the message. Now, the medium is the platform, and people now represent both the medium and the message.”
“The essence of evolution and the ability to outpace digital Darwinism lie in the ability to embrace change.”
“In social media, we are the stars of our own reality show and our audience, like any audience, must be cultivated. As such, your ‘15 minutes’ are yours to define.”
36. Matter | By Peter Sheahan and Julie Williamson
People want to buy from, work for, and partner with companies that matter.
Companies and people that matter have successfully become the obvious choice in the hearts and minds of their customers, their employees, and their communities. They elevate themselves by consistently finding ways to solve the most pressing needs their markets face. The result? They create more value year after year and build a sustainable, differentiated organization.
In Matter, Peter Sheahan and Julie Williamson show you how to identify the place where you can create the most value—your edge of disruption—at the intersection of old and new, where your existing profits, reach, and reputation enable you to create the markets of the future. This is the place where the most important problems are solved and where the fewest people can solve them. Your edge of disruption is where your opportunity to matter is found.
Matter uses extensive case studies of real companies that have successfully become the obvious choice in their markets—from high-profile corporations like Adobe and Burberry to lesser-known brands like Littlefield and BlueShore Financial. Their stories define innovative and impactful approaches to business that you can use to influence and partner with the right customers and clients to win in our radically changing world. Through their journeys, you will find the inspiration and courage to lean in to complexity and solve the higher value problems that matter most.
Don’t just read this book—use it to identify and act on opportunities to create the most value and accelerate your own journey to becoming a person and a company that matters.
Quotes from Matter: Move Beyond the Competition, Create More Value, and Become the Obvious Choice;
“The purpose of life…is to be useful, to be honorable. It is to be compassionate. It is to matter, to have it make some difference that you have lived.” (Leo Rosten)
“To be a company that matters, you need to judge yourself by your impact, not your intentions.”
“Companies that transform into the obvious choice are also able to convert insights about what they see in their markets into action for their brands.”
“Elevated relationships mean you are influencing as high as possible in the organization …cultivating broad relationships and exerting influence on the market.”
“Elevating your impact means confronting your edge of disruption head-on and leaning into the complexity you find there.”
37. The American Retail Value Proposition | By Kyle B. Murray
To a large extent this has been accomplished by streamlining operations and a decades-long focus on cost cutting and price competitiveness. Today, retailers realize that they need to discover new ways to differentiate themselves and attract consumer spending. The American Retail Value Proposition provides the framework for building that differentiation and establishing a competitive advantage that goes beyond price discounting. This framework is based on more than a decade of research, including hundreds of hours of interviews with executives from the world’s leading retailers, including Starbucks, Walmart, Apple, Amazon, and Lowe’s. Whether you are an aspiring merchant or an industry veteran, this book’s strategic framework will help you build a solid foundation for your business in today’s ever-evolving retail marketplace.
Quotes from The American Retail Value Proposition: Crafting Unique Experiences at Compelling Prices;
“Retail is a tough business. There is no magic bullet or simple recipe for success.”
“Great retailers are able to design the shopping environment, manage product selection and engage customers…at a cost well below the price that they are willing to pay.”
“Design the entrance to a store as the gateway to the consumer experience.”
“Making the right product selection decisions is the difference between success and failure.”
“Starbucks doesn’t have a lockdown patent on the environment, it doesn’t have a lockdown patent on the experience, and it doesn’t have a lockdown patent on the bean or the roast. All of those things can be duplicated. So what it comes down to is dominance of real estate.”
“Retailers are in the business of selling products and should use floor space to optimize the display of those products.”
38. Location Is (Still) Everything | By David R. Bell
But Wharton professor and marketing expert David R. Bell argues that the way we use the Internet is still largely shaped by the physical world we inhabit.
Anyone can go online and buy a pair of jeans—but the likelihood that we will do so depends to a significant degree on where we live. The presence of stores nearby, trendy and friendly neighbors, and local sales taxes, among other factors, play a critical role in our decision making when it comes to buying online. Our willingness to search for and consume information also depends on where we live and whom we live next to.
In Location Is (Still) Everything, Bell offers a fascinating, in-depth look at online commerce and retailing through his years of research, investing, and advising experience. His unique GRAVITY framework is a powerful and practical tool that uses fundamental human behaviors and location-based conditions to explain how the real and virtual worlds intersect — and what Internet sellers must do in order to succeed. Entrepreneurs, managers, students, and investors will all benefit from understanding how and why we use the Internet to search, shop, and sell.
Quotes from Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One;
“Allow your customers to access your business in both real-world and virtual-world contexts in one seamless and natural experience.”
“Virtual-world sellers of products and content have very predictable demand patterns – once you understand where the target customers are.”
“As the topography of real-world/virtual-world interaction evolves, it’s natural that sellers who began life in one world need to acquire presence in the other.”
“The size and demographics of a city have a major influence on whether the Internet is used mainly by those who live there as a tool for searching or as a tool for shopping.”
“The way we use the Internet – for searching, shopping and selling – is intimately and systematically connected to our physical circumstances.”
39. Ten Types of Innovation | By Larry Keeley, Helen Walters, Ryan Pikkel, and Brian Quinn
Using a list of more than 2,000 successful innovations, including Cirque du Soleil, early IBM mainframes, the Ford Model-T, and many more, the authors applied a proprietary algorithm and determined ten meaningful groupings―the Ten Types of Innovation―that provided insight into innovation. The Ten Types of Innovation explores these insights to diagnose patterns of innovation within industries, to identify innovation opportunities, and to evaluate how firms are performing against competitors. The framework has proven to be one of the most enduring and useful ways to start thinking about transformation.
- Details how you can use these innovation principles to bring about meaningful―and sustainable―growth within your organization
- Author Larry Keeley is a world renowned speaker, innovation consultant, and president and co-founder of Doblin, the innovation practice of Monitor Group; BusinessWeek named Keeley one of seven Innovation Gurus who are changing the field
The Ten Types of Innovation concept has influenced thousands of executives and companies around the world since its discovery in 1998. The Ten Types of Innovation is the first book explaining how to implement it.
Quotes from Ten Types of Innovation: The Discipline of Building Breakthroughs;
“Most organizations tend to pursue many small, incremental innovation initiatives and not enough breakthrough initiatives.”
“In most industries the dominant profit model often goes unquestioned for decades.”
“Anyone can innovate and any company can build the approaches, management structures, resources and tools necessary to help people to become better innovators.”
“For the very first time in history, we are in a position to tackle tough problems with groundbreaking tools and techniques.”
“Innovation always feels obvious in retrospect. Yet the journey from idea to implementation is anything but; it is fraught with doubt and danger.”
“Too often we draw the conclusion that innovation success depends on supremely talented individuals. Actual evidence points elsewhere.”
40. How Cool Brands Stay Hot | By Joeri Van den Bergh and Mattias Behrer
While the first two editions of How Cool Brands Stay Hot focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z. Using new market research to map and quantify the spending power of Generation Z, branding experts Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them.
The book reveals how Millennials think, feel, and behave, and discusses how recent developments such as the recession, mobile marketing and purchasing, and the adaptation and evolution of social media, have impacted Generation Y. All the chapters offer new case studies and interviews, from companies such as H&M, Forever 21, and Converse, as well as updated facts, figures, and research.
Quotes from How Cool Brands Stay Hot: Branding to Generations Y and Z;
“The second you tell a millennial you are cool, you can be very sure that, well, you are not.”
“The ‘cool’ factor can make or break your brand as consumers increasingly use brands to define themselves.”
Only gen Y brands that don’t imitate or fake their personality and stay true to their DNA will earn a sustainable place in the hearts of this savvy generation.”
“Fifty years after the ‘Mad Men’ era, marketers are still fond of using the nostalgic values of their brands and products to appeal to gen Y’s desire for authenticity.”
“The biggest challenge of youth marketers is to keep their products and brands funky. The trick is to keep your marketing campaigns up-to-date without losing your brand’s authenticity.”
41. Unlabel | By Marc Ecki
One of the most provocative entrepreneurs of our time, who started Ecko Unltd out of his parents’ garage and turned it into a media empire, Marc Ecko reveals his formula for building an authentic brand or business.
As instructive as it is innovative, Unlabel will empower you to channel your creativity, find the courage to defy convention, and summon the confidence to act and compete in any environment.
This visual blueprint will teach you how to grow both creatively and commercially by testing your personal brand against the principles of the Authenticity Formula.
Marc Ecko shares the bruising mistakes and remarkable triumphs that reveal the truth behind his success, growing from a misfit kid airbrushing T-shirts in his parents’ garage to the bold creator of two hugely successful branded platforms—Ecko Unltd. and Complex Media. As Ecko explains, it’s not enough to simply merge your inner artist with business savvy, you must understand the anatomy of a brand, starting with its authentic spine.
With Unlabel, you will learn how to discover your own voice by overcoming fear and taking action, what it means to deliver on your promises, why failure is essential, how to understand how your product or service makes people feel, and how to recognize if your nostalgia for the past is hampering your ability to envision your future.
Unlabel is a bold and honest approach to building an authentic personal brand, growing a bootstrap start-up into a sustainable business.
Quotes from Unlabel: Selling You Without Selling Out;
“This book is the story of how I unlabeled myself, defying classification so I could grow both creatively and commercially.”
“The success or failures in my story, my company’s story and all of our stories boil down to authenticity.”
“You have only so many minutes in every day – so many ticks on the clock – and every action you perform means, by definition, you’re not performing some other action.”
“Vision for the Future is about having the courage to dream big, [and] having the discipline and the focus to look at what’s in front of your face.”
“Creation can’t be bound by some esoteric code of ethics that ends up limiting your vision or putting constraints on how far you can stretch or grow.”
“Authenticity is equal to your unique voice, multiplied by truthfulness, plus your capacity for change, multiplied by range of emotional impact, raised to the power of imagination.”
42. Visibility Marketing | By David Avrin
Why do so many companies fail so miserably? Why do high-priced ad agencies and marketing firms keep spitting out stupid campaigns?
Too many in business have failed to recognize the shift that has happened right under their noses. It’s not so much that people have changed; it’s that the business landscape has changed–dramatically. For the first time in human history, we have no unmet needs. Every problem has a solution, and many companies now find themselves creating solutions that appear to be looking for a problem.
In his provocative and enlightening new book, Visibility Marketing, David Avrin shows what marketing approaches work, which don’t, and why. You will learn how to uncover your true competitive advantages and a process to craft messages and tactics that achieve tangible results.
A remarkably accessible, relatable, thought-provoking reference book, Visibility Marketing speaks directly to business owners, entrepreneurs, marketing managers, and sales professionals.
With wisdom gleaned from hundreds of presentations and workshops and conversations with tens of thousands of company leaders, Visibility Marketing will forever change how businesses and professionals look at the competitive landscape and how they promote themselves.
Quotes from Visibility Marketing: The No-Holds-Barred Truth About What It Takes to Grab Attention, Build Your Brand and Win New Business ;
“Marketing is sharing with your audiences who you are, what you do really well and why they should buy from you, now.”
“Everything is marketing, including everything you say about yourself and everything that others say about you.”
“You are going to have to go after your competitors’ customers if you are going to grow.”
“The historic marketing claims of superior quality, greater reliability, caring service, passionate, committed people and the freshest ingredients are falling on deaf ears.”
“The marketplace has changed, and good, hardworking people are getting crushed. The business failure rate today is staggering and growing each year.”
43. Swiss Watching | By Diccon Bewes
Swiss Watching is a light-hearted yet revealing journey around Europe’s most individual country. From seeking Heidi and finding the best chocolate to reliving a bloody past and exploring an uncertain future, Swiss Watching proves that there’s more to Switzerland than banks, skis, francs and cheese. One country, four languages, 26 cantons, and 7.5 million people (only 80% of whom are Swiss): there’s nowhere else in Europe like it. Switzerland may be surrounded by land, but it is an island at the center of Europe. Welcome to the landlocked island.
Quotes from Swiss Watching: Inside the Land of Milk & Money;
“Despite being surrounded by bigger, stronger countries, Switzerland has only been conquered once…a feat that is still the source of some pride.”
“The Swiss people are the final decision makers on almost every single policy, whether it affects their own neighborhood or the whole country.”
“The pleasant thing about driving in Switzerland is that everyone seems so polite. Road rage is not a Swiss concept, mainly because rage is so very un-Swiss.”
“Britain may have invented the railway, but it doesn’t know how to run one. That’s a role the Swiss have taken on with relish.”
“Armed neutrality is a very Swiss concept, one that defines both the country itself and its relations with the outside world.”
44. The Essence of Value | By Mario Pricken
For his new book, Mario Pricken has thoroughly analyzed more than 300 products, objects and events over their entire lifecycles in order to reveal, for the first time, the patterns that make things extraordinarily valuable. On the basis of his analysis, he has identified 80 parameters that can be found, for example, in the biographies of exceptional cars, watches, luxury foods, designer furniture, artwork and services – such as the elements of uniqueness, scarcity, the effect of time or magnificently orchestrated transfers of ownership. In addition, the book provides a comprehensive catalog of questions to help us generate our own ideas for giving products that special something which transforms them into objects of desire.
“The Essence of Value” is an inspiring book for progressive, creative people involved in product development, marketing, design, events and the arts as well as recommended reading for those who appreciate fine things and want to understand what makes products particularly special and valuable. The book focusses on intuition and understanding, but it also inspires and entertains, offering us an entirely new way of looking at the creation, marketing and purchase of truly desirable products.
This travel guide through the world of valuable products and objects
– reveals, based on examples from the worlds of business, the arts and religion, and with numerous accompanying illustrations, the fundamental parameters that create value and make products “shine”
– can be used as an analytical tool to quickly and easily determine the “value-DNA” of a product
– provides over 300 thought-provoking questions to inspire new ideas on how to imbue products with value
– shows professionals a clear and practical application of the value parameters.
Quotes from The Essense of Value: Secrets of desired products;
“Value and significance…do not arise of their own accord, but first and foremost in relation to the behavior of other people.”
“The observer is the source of everything. Without him there is nothing. He is the cornerstone of perception, the basis of every supposition.” (Neurobiologist and philosopher Humberto Maturana)
“Creation myths provide people, products, companies, objects and even events with an identity, authenticity and an unmistakable provenance and thereby, basically, a value we can gladly identify with.”
“A product’s or object’s market value cannot simply be created – it can only be reflected in people’s willingness to pay the asking price.”
“Genuine value can only come from the most brilliant ideas and honest effort.”
45. The New Rules of Retail | By Robin Lewis and Michael Dart
In The New Rules of Retail , industry gurus Robin Lewis and Michael Dart explained how unprecedented consumer power, enabled by technology and globalization, is revolutionizing retail. They warned that survival in these dynamic times called for a business model based on three distinct competencies: preemptive, perpetual distribution; a neurological customer connection; and total control of the value chain. In the years since that book published, many of their predictions have come true. Now, they revisit timeless case studies like Ralph Lauren and Sears, as well as new additions like Trader Joe’s, Lululemon, and Warby Parker, to assess how retailers must continue to evolve in the era of e-commerce, data mining, and tiered distribution. They also identify the five current trends that are currently driving consumer demand, including technology integration and channel consolidation, as exemplified by Jeff Bezos at Amazon. This is a fully revised and updated guide from two proven retail prognosticators.
Quotes from The New Rules of Retail;
“The selling environment…is where the brand must neurologically connect with the consumer, deploying the entire imagery and DNA of the brand.”
“In Wave III, “the consumer is central and literally holds all the cards of commerce.”
“The shifting balance between supply and demand, and how it drives changes in retail distribution models, is fundamental.”
“Retailers and wholesalers that successfully transform their businesses will simply all be brands [and] therefore would more appropriately be defined as brand managers.”
“The traditional definitions of ‘retail’ and ‘wholesale’ will be irrelevant in the future…and no longer meaningful to consumers.”
46. Win the Game of Googleopoly | By Sean V. Bradley
Google is not only the number one search engine in the world, it is also the number one website in the world. Only 5 percent of site visitors search past the first page of Google, so if you’re not in those top ten results, you are essentially invisible. Winning the Game of Googleopoly is the ultimate roadmap to Page One Domination. The POD strategy is what gets you on that super-critical first page of Google results by increasing your page views. You’ll learn how to shape your online presence for Search Engine Optimization, effectively speaking Google’s language to become one of the top results returned for relevant queries. This invaluable resource provides a plan that is universal to any business in any industry, and provides expert guidance on tailoring the strategy to best suit your organization. Coverage includes an explanation of the mechanics of a search, and how to tie your website, paid ads, online reputation, social media, content, images, and video into a winning SEO strategy that pushes you to the front of the line.
The Page One Domination strategy incorporates all the ways in which you can beef up your Internet presence and online reputation. This book is a clear, straightforward guide that will knock down the silos of the Internet and teach you exactly how to integrate all aspects of content creation into a synergistic, SEO strategy.
- Understand how search engines return results
- Design an effective, all-encompassing SEO strategy
- Create the content that gets page views and improves rank
- Optimize social media and video as part of an overall SEO plan
The rules of SEO are always changing, and following outdated rules can actually work against you, burying you at the bottom of the pile. This book will spark a paradigm shift in how you think about SEO and gives you the tools you need to craft a strategy tailored to your specific market. To be successful, you need to be on page one of Google, and Winning the Game of Googleopoly can show you how to get there.
Quotes from Win the Game of Googleopoly: Unlocking the Secret Strategy of Search Engines;
“What is the most powerful form of Internet digital marketing? The answer is unequivocally ‘search engine domination,’ specifically through the ‘oracle’ itself, Google.”
“A website’s primary objective in achieving high SEO ranking (and Google page-one dominance) should be to secure as many external links as humanly possible.”
“Only 5 percent of people go past page one of a Google search.”
“Every review should receive a personalized reply, preferably from the owner or general manager of the company.”
“When you acknowledge the reviews and review sites with your own properties, Google is more likely to give them credibility as a result.”
47. Platform | By Michael Hyatt
As the former chairman and CEO of Thomas Nelson Publishers, author Michael Hyatt gained insight on the importance of combining compelling products with a meaningful platform. Now, with nearly three hundred thousand followers on Twitter, his large and growing platform serves as the foundation for his own successful writing, speaking, and business coaching practice. In this straightforward how-to, he offers down-to-earth guidance on crafting an effective and meaningful online platform to help readers extend their influence, monetize it, and build a sustainable career.Social media technologies have provided unprecedented opportunities for getting noticed and earning money in an increasingly noisy world. Platform goes behind the scenes into the world of social media success. You’ll discover what bestselling authors, public speakers, entrepreneurs, musicians, and other creatives are doing differently to gain contacts, connections, and followers and win customers in today’s crowded marketplace. With proven strategies, easy-to-replicate formulas, and practical tips, this book makes it easier, less expensive, and more possible than ever to stand out from the crowd and launch a business.
Quotes from Platform: Get Noticed in a Noisy World;
“If you don’t slam-dunk the first element – the compelling product – you won’t win the game.”
“Social media only [work] well if the communication is personal, authentic and near immediate.”
“The goal of the landing page is to convert interest into action.”
“Nothing in the marketing mix is more important than a strong title.”
“If the customer walks out the door, never to return, the investment is wasted.”
48. Kapferer on Luxury | By Jean-Noel Kapferer
–The challenges of sustaining luxury
–The importance of remaining rare
–The artification of luxury
–Why luxury should not delocalize
–Adapting the luxury organization to the web
–An exploration into consumers’ psychology of luxury prices
–The distinct business models of luxury brands
49. Worth Every Penny | By Sarah Petty and Erin Verbeck
Many photographers and small business owners feel pressure to discount their products and services, especially when times are tough. After all, how else will they keep up with the low prices offered by their discounting competitors? What they don’t realize is that discounting is the last thing they should be doing if they want to win big. Sarah Petty and Erin Verbeck are here to show you that there’s a radically different way to run your business– one in which the owners focus on creating specialized offerings and an over-the-top customer experience, not on matching the prices of their competition. Worth Every Penny encourages you to explore and use the boutique model, which is designed to maximize your advantages over discounting competitors.
You’ll learn how to:
–Build a brand that lays the foundation for you to charge what your offerings are worth.
–Create products, services and high-touch customer experiences to achieve healthy margins and an outspokenly happy and loyal client base.
–Understand how to use a pricing strategy that allows you to create demand and attract the right customers instead of discounting.
–Throw traditional advertising to the wind and implement a boutique way of marketing that’s more affordable in this competitive business environment.
–Learn the relationship-based sales skills needed to sell without being pushy and have your clients clamoring for more.
The authors’ strategies are enhanced by real-life business experiences and vivid anecdotes from all types of business owners–restaurateurs to contractors to professional service providers and photographers. With the advice in Worth Every Penny, you will be inspired to live your passion and pass your enthusiasm on to your customers. The result: a profitable business that avoids succumbing to the pressure to discount.
50. Content Rules | By Ann Handley and C.C. Chapman
Blogs, YouTube, Facebook, Twitter, Google+, and other platforms are giving everyone a “voice,” including organizations and their customers. So how do you create the stories, videos, and blog posts that cultivate fans, arouse passion for your products or services, and ignite your business? Content Rules equips you for online success as a one-stop source on the art and science of developing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online―and using them to establish credibility and build a loyal customer base.
- Find an authentic “voice” and craft bold content that will resonate with prospects and buyers and encourage them to share it with others
- Leverage social media and social tools to get your content and ideas distributed as widely as possible
- Understand why you are generating content―getting to the meat of your message in practical, commonsense language, and defining the goals of your content strategy
- Write in a way that powerfully communicates your service, product, or message across various Web mediums
- Boost your online presence and engage with customers and prospects like never before with Content Rules.
51. Brand Portfolio Strategy | By David A. Aaker
In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity.
Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions.
Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
52. Cheap | By Ellen Ruppel Shell
From the shuttered factories of the Rust Belt to the strip malls of the Sun Belt-and almost everywhere in between-America has been transformed by its relentless fixation on low price. This pervasive yet little- examined obsession with bargains is arguably the most powerful and devastating market force of our time, having fueled an excess of consumerism that blights our landscapes, escalates personal debt, lowers our standard of living, and even skews of our concept of time.
Spotlighting the peculiar forces that drove Americans away from quality, durability, and craftsmanship and towards quantity, quantity, and more quantity, Ellen Ruppel Shell traces the rise of the bargain through our current big-box profusion to expose the astronomically high cost of cheap.
53. A World Gone Social | By Ted Coine and Mark Babbitt
Just like the meteor that likely precipitated the end of the dinosaurs, social media is having a monumental impact on the world’s economy; a change so dramatic that it has created a new business era. Welcome… to the Social Age.
What does the Social Age mean for your business? Containing stories, analysis of real-world scenarios, and indispensable guidance, A World Gone Social gives you the tools and information you need to survive–and thrive–in a business climate in which customers hold all the cards… jobseekers have the power to easily find out what working at your company isreally like… and expertise has become more democratic than ever as employees collaborate with each other, as well as with vendors, customers, and even competitors.
You’ll discover what the “Death of Large” and “Flat: The New Black” mean for you and your organization, how to build a socially enabled team that puts the customer experience first, and what it means to create an “OPEN” network of partners, collaborators, and brand champions. Filled with fascinating stories of success and failure at organizations including Barilla, Zappos, Bank of America, Lululemon, Abercrombie & Fitch, Southwest Airlines, and more, the book reveals how to avoid the dangers of insincerity as well as what it takes to become a “Blue Unicorn”–the social leader. Finally, you’ll learn how to objectively assess the fitness of your company’s current culture and social presence.
In the Social Age, companies unwilling to change will play the role of the dinosaurs: destined for extinction. A World Gone Social gives you the keys to avoid this fate–and lead your organization into this exciting business climate.
Final Thoughts on the Best Books on Branding
The human brain is hardwired in a unique way. Those who learn to brand well will understand the psyche of branding. How shoppers buy. How the market sees your business identity. How markets determine your brand. Nevertheless, any serious business owner will understand how important branding is from the beginning of the formation of the business.
Do you see a book that you think should be on the list? Let us know your feedback here.