What other topic brings together human behavior, culture, business, the media, and more? And what other career allows you to use that understanding to produce compelling, entertaining, and persuasive communications across broadcast, streaming, social, outdoor, in-store, new product development, and other channels? Thatâs why Iâm passionate about it. And thatâs the passion I want to instill in my students, readers, and clients. So, who am I? Iâm a professor and marketing consultant (copywritnig, creative direction, and marketing strategy) with large and small clients, and nearly 10 books on the topic. Read these books and I think youâll become passionate about this topic too!
I first discovered Rory Sutherlandâs work via his TED Talks and found that he is entertaining as well as insightful and inspiring, which is why I often show his talks to my students.
Alchemy is just as insightful and inspiring. And itâs fun to read.
Through his videos and writing, Iâve found that no one can explain the irrationality of human behavior just like him. Iâve been inspired by his stories, insights, and case studies, and often used them to form my thinking when solving branding problems for clients. I believe you will, too.
For transparencyâs sake, I should note that because Iâm a fan of his work, I reached out to him and he wrote an introduction to one of my books and has endorsed others. But even if heâd said no, Iâd still be recommending this book.
HOW DOES MAGIC HAPPEN?The Ogilvy advertising legendââone of the leading minds in the world of brandingâ (NPR)âexplores the art and science of conjuring irresistible products and ideas.
"Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. Alchemy combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the like. This is a must-read." âEntrepreneur ("Best Books of the Year")
Why is Red Bull so popular, though everyoneâeveryone!âhates the taste? Humans are, in a word, irrational, basing decisions as much on subtle externalâŚ
I love this book because it is clear, concise, and a fast read. This is one of those books you can truly complete in one sitting, but the ideas in it will keep you thinking for years.
In addition, it has lots of charts that make it easy to understand the concepts â while many other branding authors complicate their descriptions and definitions of these concepts. As a result, it has become one of my gold standards when I judge my writing.
Finally, itâs probably the book I cite and quote the most with my clients when I need to explain a brand-building concept to them. One more thing: If it doesnât turn you into a design advocate, nothing will.Â
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"-a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn:
* the new definition of brand * the five essential disciplines of brand-building * how branding is changing the dynamics of competition * the three most powerful questions to ask about any brand * why collaboration is the key to brand-buildingâŚ
Gifts from a Challenging Childhood
by
Jan Bergstrom,
Learn to understand and work with your childhood wounds. Do you feel like old wounds or trauma from your childhood keep showing up today? Do you sometimes feel overwhelmed with what to do about it and where to start? If so, this book will help you travel down a pathâŚ
I didnât go to a portfolio school to get into advertising. Rather, I learned to write copy by reading The Copy Workshop Workbook. And itâs also the source that many legendary creative directors during their junior years to hone their craft.
While the examples are old, there is no mention of social and digital, and the layout is ânon-traditional,â the theories, strategies, techniques, and approaches in it are still applicable today. And simply studying the content is a masterclass in how to construct copy.
Once more, for transparencyâs sake, I should let you know that I also reached out to Bruce, and he became a publisher of several of my books, a mentor, and a friend. So, if you want to see the origins of my approach to brand building and how to write ad copy, this is the book. Â
WELCOME TO THE REVOLUTION. HANG ON! We have an evolution that's a revolution. When our media evolves in a big way, all of society evolves in an even bigger way. It's happening right now. Media habits are changing, business models that have been around for a hundred years are changing, and the job market is changing as well. Maybe you've noticed. Thomas Jefferson observed, "every generation needs a new revolution." Well, this one's inside your computer. THE GOOD NEWS. The world needs communication skills more than ever - as billboards evolve into banner ads, brochures open up into Web sites,âŚ
By now, you might have noticed a theme: if I donât enjoy reading a book, I donât trudge through it for the deep insights or how-to information. The storytelling needs to be as strong as the concepts are useful.
Just like The Copy Workshop Workbook, I read an earlier edition of this book when I was just starting out â and it formed the basis for some of my thinking around how to influence â i.e., persuade â consumers and the role psychology and behavioral economics play in crafting effective marketing and brand development programs.
I also recommend this book if you are a consumer, too (who isnât), because it will help keep you from falling into many of the traps that Cialdini identified.
The foundational and wildly popular go-to resource for influence and persuasion-a renowned international bestseller, with over 5 million copies sold-now revised adding: new research, new insights, new examples, and online applications.
In the new edition of this highly acclaimed bestseller, Robert Cialdini-New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion-explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don't haveâŚ
Gifts from a Challenging Childhood
by
Jan Bergstrom,
Learn to understand and work with your childhood wounds. Do you feel like old wounds or trauma from your childhood keep showing up today? Do you sometimes feel overwhelmed with what to do about it and where to start? If so, this book will help you travel down a pathâŚ
I read Primal Branding when it was first published in 2006, and I still talk about it today in 2025. In fact, when Iâm working with clients, I often talk about Hanlonâs seven elements that comprise a strong brand and aim to create these components in my clientsâ brands.
So, right behind The Brand Gap, Primal Branding is the book I cite the second most often. When I think about Primal Branding, I recall that itâs a short book, but itâs actually 272 pages long for the first edition, which shows that it is a fast read, even with the deep insights and wisdom that it conveys.Â
"Whether you're leading an advertising agency, a Fortune 500 company, a middle school, or a political movement, you need to read this book." -Daniel H. Pink, author of When: The Scientific Secrets of Perfect Timing
In one of the most original books of its kind ever written, Patrick Hanlon explains how the most powerful brands create a community of believers, revealing the seven components that will help every company and marketer capture the public imagination-and seize a bigger slice of the pie.
What is the magic glue that adheres consumers to Google, Mini Cooper, and Oprah, but not to others?âŚ
We wrote Audio Branding to be a concise, practical guide to introduce readers to the world of sonic branding and how sound can be used to enhance the user experience and brand loyalty.
We provided insights into this subspecialty of branding, included step-by-step guidance on how to create and maintain a sonic brand, explored the phenomenon of continuous partial attention and the emergence of audio-enabled devices, included cutting-edge research, and featured guest perspectives from leading experts. Finally, we provided a wealth of case studies to bring this topic to life. I should point out that my co-author, Colleen Fahey, contributed directly to the development of this field, so youâre getting the scoop from one of its pioneers.
