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August 02, 2007

The touchpoint is the message

Mobile telecom provider Telfort demonstrates a perfect example of smart context planning. Telfort is a cost leader and price fighter in the Dutch market for mobile communications. What better opportunity to both meet bargain & discount hunting people and tell a significant story about your brand than presenting yourself at... markets! I haven't found any pictures yet of how they attend markets, but I guess it is with some sort of mobile shop/info stand among all other traders with their commerce.

Markt2006

August 02, 2007 in Branding, Shopping |

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Library

  • Robert B. Cialdini: Influence: Science and Practice (4th Edition)

    Robert B. Cialdini: Influence: Science and Practice (4th Edition)
    A quite practical guide to persuasion based on scientific insight. (***)

  • Alastair Crompton: Craft of Copywriting
    This referencebook is as much about the craft of advertising as it is about copywriting. Although is was first published in 1979, it contains many truths still valid today. Reading a book like this helps shifting hype and Zeitgeist from intrinsic laws. My copy came from an anonymous technical college library and it was never opened. I'm glad that I did. (***)
  • Bob Gill: LogoMania

    Bob Gill: LogoMania
    I quite liked this booklet. In a witty, direct style it provides some insight into the art of design concepts. Interesting to anyone with a broad interest in communication arts. Gill demonstrates some fresh thinking. (***)

  • Malcolm Gladwell: Blink: The Power of Thinking Without Thinking

    Malcolm Gladwell: Blink: The Power of Thinking Without Thinking
    After the Tipping Point, this book is quite disappointing. The idea of Blink moments is interesting. But Gladwell doesn't make as strong a point as with the Tipping Point. His examples demonstrate both the accuracy as well as great failure of people to judge correctly in a blink. (**)

  • Seth Godin: Purple Cow

    Seth Godin: Purple Cow
    Triggered by All Marketers are liars, I expected a lot from this book. I found it a bit disappointing. After classics such as Eating the Big Fish, Blue Ocean Strategy and Disruption, Godin fails to add something significant. All American brand examples don't make it better for a European reader. (*)

  • Martin Lindstrom: Brand Sense

    Martin Lindstrom: Brand Sense
    Maybe I expected too much of this book. I think there's more to sensory branding. Yet it contains a couple of comprehensive tools and pointers. (**)

  • Cooper: How to Plan Advertising

    Cooper: How to Plan Advertising
    Although this book was written in the late eighties, most of its contents still hold true. A valuable source book for those who take strategic planning seriously. (****)

  • Robert Greene: Concise Art of Seduction

    Robert Greene: Concise Art of Seduction
    Recent brain research leads us back to the belief that seduction is stronger than argument. This booklet offers an inspiring overview of types of seducers and ways of secuction to get your thinking started. (**)

  • Crispin Porter + Bogusky: Hoopla

    Crispin Porter + Bogusky: Hoopla
    An entertaining book about an entertaining agency that turned branded entertainment into an art. I much admire these guys for their contribution to the (r)evolution in advertising. (***)

  • Sandy Thompson: One in a Billion: Xploring the New World of China

    Sandy Thompson: One in a Billion: Xploring the New World of China
    The true story of the unexpected pride and drive of the Chinese people, disclosed through a form of participating research called Xploring. (***)

  • Pim van den Berg: Ondernemen is een Straatfeest
    Inspiring book by a Dutch guy who invented 'street-o-logy'. Or: the fine art of observation and surprise. (***)
  • Jon Steel: Perfect Pitch: The Art of Selling Ideas and Winning New Business

    Jon Steel: Perfect Pitch: The Art of Selling Ideas and Winning New Business
    Must read for all those who sell ideas. And for agency planners - Perfect Pitch is a fantastic book on strategic planning in disguise. Best consumed in combination with 'Truth, Lies & Advertising'. (*****)

  • Tom Himpe: Advertising is dead, long live advertising

    Tom Himpe: Advertising is dead, long live advertising
    A very helpful inventory and analysis of an art that in full organic development: alternative advertising. Must read for any planner and creative. Full of inspiring examples. The only standard work on the subject I've spotted so far. (****)

  • Russell Ash: Top ten of everything

    Russell Ash: Top ten of everything
    The ultimate book of lists. I got the 2007 version. Full of conversation pieces. (****)

  • Paco Underhill: Why We Buy: The Science Of Shopping

    Paco Underhill: Why We Buy: The Science Of Shopping
    As with many true things, it all seems so simple and intuitive. Nevertheless this book is an eye opener. I will never see shops and shoppers the same anymore. (***)

  • Malcolm Gladwell: The tipping point

    Malcolm Gladwell: The tipping point
    Cram full of interesting and fascinating stories. Gladwell doesn't provide instant solutions but very useful food for thought when you try to stimulate or stop things of epidemic proportion. (*****)

  • All marketers are liars: Seth Godin

    All marketers are liars: Seth Godin
    The power of telling authentic stories in a low-trust world. And that is the best summary there is. Seth rewrote the very basic book about consumer psychology in a way that your grandma will understand. Precisely the kind of books I like. This is a must read for marketers and communications professionals. (*****)

  • D. B. Holt: How Brands Become Icons: The Principles of Cultural Branding

    D. B. Holt: How Brands Become Icons: The Principles of Cultural Branding
    Douglas B. Holt uncovers the world that's hidden behind the casual jargon "expressive value". He reveals the secret of brands that connect with people in the true sense of the word. This your guide to placing brands at the heart of peoples lives. (****)

  • Andrew Ballantyne: Architecture: A Very Short Introduction (Very Short Introductions)

    Andrew Ballantyne: Architecture: A Very Short Introduction (Very Short Introductions)
    Keeps the promise of the book title and succeeds in kick starting a different look upon buildings around you. (****)

  • Louise van Swaaij & Jean Klare: The Atlas of Experience

    Louise van Swaaij & Jean Klare: The Atlas of Experience
    An amazing attempt to capture or inner world of experience in topographic maps. Inspiration from cover to cover. See: www.worldofexperience.com (****)

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