16 BEST Books on BRANDING of all time

In this Article, We Are going to address 16 Best Books on BRANDING that you should read if you are into marketing or you are interested in entrepreneurship.

1. Made to Stick by Chip Heath and Dan Heath

Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly. Meanwhile, people with important ideas—entrepreneurs, teachers, politicians, and journalists—struggle to make them “stick.”

In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds—from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony—draw their power from the same six traits.

Made to Stick will transform the way you communicate. It’s a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice.

Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas—and tells us how we can apply these rules to making our own messages stick.

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2. The Road To Recognition by Seth Price and Barry Feldman

Ready to reap the rewards of recognition?

You own a brand.  Its name is your name.

You need to take ownership of it and earn recognition as an expert in your field. There’s no simple shortcut. But now there’s a remarkably useful roadmap featuring:

  • An A to Z guide packed with actionable advice for developing your personal brand and accelerating your professional success.
  • 26 practical lessons to help you whether you’re an entrepreneur, business leader, aspiring professional, creative, marketer or second careerist
  • Insights from professionals who are reaping the rewards of recognition

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3. The Choice Factory by Richard Shotton

Winner of the Sales and Marketing Category at the 2019 Business Book Awards.
Voted #1 in the BBH World Cup of Advertising Books, 2018.

If you are in the business of influencing decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn.

Taking us through a typical day of decisions, from trivial food choices to life-changing career moves, The Choice Factory explores how our behaviour is shaped by psychological shortcuts.

The focus throughout is the marketing potential of knowing what makes us tick. Shotton draws not only on academia but also on the analysis of ad campaigns and his own original research, supporting his discussion with insights from some of the smartest thinkers in advertising.
The Choice Factory is an entertaining and highly-accessible read, with 25 short chapters, each addressing a cognitive bias and outlining easy ways to apply it to your own business challenges.

Dip in or read cover to cover and you’ll be full of new ideas, ready to crack any brief.

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4. Building a StoryBrand by Donald Miller

New York Times best-selling author Donald Miller uses the seven universal elements of powerful stories to teach listeners how to dramatically improve how they connect with customers and grow their businesses.

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.

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5. Contagious: Why Things Catch On by Jonah Berger

What makes things popular? If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumours more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed list, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children.

In Contagious, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumours and YouTube videos. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is a blender.

Contagious provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.

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6. Positioning by Al Ries and Jack Trou

The first book to deal with the problems of communicating to a sceptical, media-blitzed public, Positioning describes a revolutionary approach to creating a “position” in a prospective customer’s mind-one that reflects a company’s own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to:

  • Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there
  • Position a follower so that it can occupy a niche not claimed by the leader
  • Avoid letting a second product ride on the coattails of an established one.

The positioning also shows you how to:

  • Use leading ad agency techniques to capture the biggest market share and become a household name
  • Build your strategy around your competition’s weaknesses
  • Reposition a strong competitor and create a weak spot
  • Use your present position to its best advantage
  • Choose the best name for your product
  • Determine when-and why-less is more
  • Analyze recent trends that affect your positioning.

Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.

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7. Confessions of an Advertising Man by David Ogilvy

“We admire people who work hard, who are objective and thorough. We detest office politicians, toadies, bullies, and pompous asses. We abhor ruthlessness. The way up our ladder is open to everybody. In promoting people to top jobs, we are influenced as much by their character as anything else.”  —David Ogilvy
David Ogilvy was considered the “father of advertising” and a creative genius by many of the biggest global brands. First published in 1963, this seminal book revolutionized the world of advertising and became a bible for the 1960s ad generation. It also became an international bestseller, translated into 14 languages. Fizzing with Ogilvy’s pioneering ideas and inspirational philosophy, it covers not only advertising, but also people management, corporate ethics, and office politics, and forms an essential blueprint for good practice in business.

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8. All Marketers Are Liars by Seth Godin

Legendary business writer Seth Godin has three essential questions for every marketer:

“What’s your story?”

“Will the people who need to hear this story believe it?”

“Is it true?”

All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler than a $25 brand. And believing it makes it true.

As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.

Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.

But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.

But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”

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9. Be More Pirate by Sam Conniff Allende

Be More Pirate unveils the innovative strategies of Golden Age pirates, drawing parallels between the tactics and teachings of legends like Henry Morgan and Blackbeard with modern rebels, like Elon Musk, Malala, and Banksy. Featuring takeaway sections and a guide to building your own pirate code 2.0, Be More Pirate will show you how to leave your mark on the 21st century.

1. Rebel — Draw strength by standing up to the status quo.
2. Rewrite — Bend, break, but most importantly, rewrite the rules.
3. Reorganize — Collaborate to achieve scale, rather than growth.
4. Redistribute — Fight for fairness, share power, and make an enemy of exploitation.
5. Retell — Weaponize your story, then tell the hell out of it.

Whatever your ambitions, ideas and challenges, Be More Pirate will revolutionize the way you live, think, and work today, and tomorrow. So what are you waiting for? Join the rebellion.

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10. Zag by Marty Neumeier

“When everybody zigs, zag,” says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear “whiteboard overview” style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn:

– why me-too brands are doomed to fail
– how to “read” customer feedback on new products and messages
– the 17 steps for designing “difference” into your brand
– how to turn your brand’s “online” into a “true line” to drive synergy
– the secrets of naming products, services, and companies
– the four deadly dangers faced by brand portfolios
– how to “stretch” your brand without breaking it
– how to succeed at all three stages of the competition cycle

From the back cover:
In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands—radical differentiation.

ZAG is an AIGA Design Press book, published under Peachpit’s New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com.

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11. Hello, My Name Is Awesome by Alexandra Watkins

Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone—even noncreative types—can create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkins’s proven SMILE and SCRATCH Test—two acronyms for what makes or breaks a name. She also provides up-to-date advice, like how to make sure that Siri spells your name correctly and how to nab an available domain name. And you’ll see dozens of examples—the good, the bad, and the “so bad she gave them an award.” Alexandra Watkins is not afraid to name names.

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12. Bigger Than This by Fabian Geyrhalter

What do brands like Planet Fitness, Everlane, and Bombas all have in common? They’re capturing peoples’ emotions and winning customers’ hearts. And they are based on commodity products or services.

Following the success of his #1 bestselling book, “How to Launch a Brand,” acclaimed brand strategist Fabian Geyrhalter is back with an enlightening new book that digs deep into today’s new world of brand creation. “Bigger Than This” challenges companies – from startups to Fortune 100s – to (re)discover their spark and connect with today’s consumers on a deeper level.

In “Bigger Than This,” Geyrhalter analyzes brands that are based on commodity products – watches, socks, shoes, fish – yet they quickly turn into beloved brands. He emphasizes the importance of storytelling, encouraging brands to embrace 8 simple traits these brands showcase and offers specific, actionable commandments that any brand can implement – story, belief, cause, heritage, delight, transparency, solidarity, and individuality. Instead of playing “dress-up,” he wants businesses to uncover the roots of their ventures and share honest, empathetic stories that resonate with consumers, creating a loyal following that leads to strong, successful brands.

Delightfully concise and refreshing, Geyrhalter draws on his personal experience of having helped shape over 60 brands, and intentionally (and noticeably) steps away from marketing fluff and business lingo that often clouds the integrity of marketing books.

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13. What Great Brands Do by 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.

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14. Playing to Win by A.G. Lafley and Roger L. Martin

Are you just playing—or playing to win?

The strategy is not complex. But it is hard. It’s hard because it forces people and organizations to make specific choices about their future—something that doesn’t happen in most companies.

Now two of today’s best-known business thinkers get to the heart of strategy—explaining what it’s for, how to think about it, why you need it, and how to get it done. And they use one of the most successful corporate turnarounds of the past century, which they achieved together, to prove their point.

A.G. Lafley, former CEO of Procter & Gamble, in close partnership with strategic adviser Roger Martin, doubled P&G’s sales, quadrupled its profits, and increased its market value by more than $100 billion in just ten years. Now, drawn from their years of experience at P&G and the Rotman School of Management, where Martin is dean, this book shows how leaders in organizations of all sizes can guide everyday actions with larger strategic goals built around the clear, essential elements that determine business success—where to play and how to win.

The result is a playbook for winning. Lafley and Martin have created a set of five essential strategic choices that, when addressed in an integrated way, will move you ahead of your competitors. They are:

• What is our winning aspiration?
• Where will we play?
• How will we win?
• What capabilities must we have in place to win?
• What management systems are required to support our choices?

The stories of how P&G repeatedly won by applying this method to iconic brands such as Olay, Bounty, Gillette, Swiffer, and Febreze clearly illustrate how deciding on a strategic approach—and then making the right choices to support it—makes the difference between just playing the game and actually winning.

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15. Guerilla Marketing by Jay Conrad Levinson

When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid ideas that really work, Levinson’s philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success including

* strategies for marketing on the Internet (explaining when and precisely how to use it)

* tips for using new technology, such as podcasting and automated marketing

* programs for targeting prospects and cultivating repeat and referral business

* management lessons in the age of telecommuting and freelance employees

Guerrilla Marketing is the entrepreneur’s marketing bible — and the book every small-business owner should have on his or her shelf.

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16. The 22 Immutable Laws of Branding by Al Ries and Laura Ries

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding

Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today’s marketplace is to build your product or service into a brand& and provides the step-by-step instructions you need to do so.

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

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