Power Branding and Unconscious Branding Provide Two Great Viewpoints

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Two books – one new, one newly in paperback – provide equally valuable looks at branding from two very different perspectives. I’ve always liked Steve McKee’s columns on BloombergBusinessweek.com, and he’s taken the best of them (I like that idea too!) and weaved them into Power Branding: Leveraging the Success of the World’s Great Brands. […]

The Insanity Of Advertising Tells War Stories From A New Angle

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I’ve read a lot of memoirs written by ad folks. “Mad Men” has inspired a whole slew of folks to tell it like it was. But there are two good reasons to recommend Fred Goldberg’s The Insanity of Advertising: Memoirs of A Mad Man. First, because Fred’s an account guy. And he’s not, thankfully, writing […]

Data Smart Appeals To The Marketing Number Crunchers

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The use of data and analytics is far from perfect, but there are ways to use more information to effectively plan and track your marketing efforts. If you’re a data wonk in pursuit of answers to the above riddle, Data Smart: Using Data Science to Transform Information into Insight by John Foreman might be the […]

QR Codes Kill Kittens Shows You What Not To Do

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Rarely, a marketing book comes along that just makes you smile from the start. But that’s what you get with Scott Stratten’s QR Codes Kill Kittens: How to Alienate Customers, Dishearten Employees, And Drive Your Business into the Ground. Stratten teaches mostly by using examples. The book consists of 200 pages of screen shots, pics, […]

Z.E.R.O. Adds Up To New Ways To Approach Marketing

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One thing I’ve noticed over the last several years is that there are a plethora of marketing folks looking to brand their own theories and ways of looking at marketing. Add to that list Joseph Jaffe and Maarten Albarda’s Z.E.R.O.: Zero Paid Media as the New Marketing Model. I’ve appeared on The BeanCast with Joseph […]

The Practical Pocket Guide To Account Planning Revisits An Established Discipline

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As a college-age intern in an ad agency, a Creative Director told me, “If I were you, I’d go into Account Planning.” He said it in the same way Dustin Hoffman was told to go into “plastics” in The Graduate. I’ve worked with a few smart planners, and even went to the 4A’s Account Planning […]

On Message Reminds Us To Stick To The Story

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The more experience I get in marketing and advertising, the more impressed I am with the sheer skill and chutzpah of political message-makers. They work on their cause or their candidate with relentless focus, and even if it’s for a short campaign season, they craft messages that stick probably better than 99% of the consumer […]

Stop Tweeting Boring Sh*t Is NSFW At Boring Workplaces

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Over the years, I’ve seen many ad agencies publish books of one kind or another. Many fall nakedly into the “here’s our proprietary process, along with case studies to back it up” genre. Others take a more compelling approach. Such is the case with Sausalito agency Division of Labor’s new book: Stop Tweeting Boring Sh*t: […]

Design Thinking For Strategic Innovation Aims To Make Business More Elegant

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I’m not sure designers would agree, but it feels to me like we’re in a golden age of design. Because as complex as our world (and the technology propelling it) is getting, there’s a stronger need for simple, clear design in our products and surroundings. Idris Mootee takes a closer look at this in Design […]

Loveworks Promotes An Agency, Not A Marketing Methodology

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Over the years, AdPulp has written many stories referencing Kevin Robert’s book Lovemarks, an overly designed Saatchi & Saatchi promo piece wrapped in a trademarked branding process. It’s amusing to note now that in 2006, a former CEO of a department store was so enamored of the book he hired Saatchi to turn his store […]