Is it a coincidence? Or is it Will-I-Am's music video tribute that boosted Barack Obama's race for the Oval Office so that he overtook Hilary in the past few days with one victory after another? I think this case is another compelling illustration of the difference between a product and a brand. Where Hilary is trying to convince her fellow Americans by repeating rational arguments for the fact that she will make a better president, Barack Obama addresses the heart. John F Kennedy meets Martin Luther King - I guess there's no better proposition for a wounded nation. See the music video. It's scored over 7 million views so far... Hilary eat your heart out.
« One song is worth 1,000 words | Main | Branding by disappointment »
February 13, 2008
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Bed time reading
Library
Bertrand Cesvet: Conversational Capital: How to Create Stuff People Love to Talk About
(**)Chip Heath: Made to Stick: Why Some Ideas Survive and Others Die
I found this one of the better books on the hot topics of storytelling and engagement. Where many authors present a couple of far fetched characteristics, the Heath brothers come up with insightful observations on what makes a remarkable story. (****)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
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
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
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
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
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
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
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
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
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
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
The ultimate book of lists. I got the 2007 version. Full of conversation pieces. (****)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
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
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
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. (****)
Soulfood
- Supper Club: La Salle Neige
- Yann Tiersen: Le Fabuleux Destin d'Amélie Poulain
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