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All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back Review

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All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back ReviewI was first excited when I saw the basic premise that this book offers. Of course! I thought, this makes sense, customers DO behave irrationally. And this book (I hope) offers some insight as to how to use this to an advantage.
Well, that was wrong. Drawing from the work of others who actually did research in this field, Mr Cusick has basically nothing to add. A bibliography of the people he's read would provide more useful content than the entirety of his often aimlessly rambling work. Anything of any substance is work done by others, which I am now interested in reading. His own contribution to the subject is to promote his own company, which does consulting. And not even anything innovative or new.
In the first chapter he makes a point in the first few paragraphs. The point is that retaining customers is cheaper and easier than marketing for new ones. Then he spends the rest of the entire chapter repeating himself. And then he continues later in the book to repeat this again.
I kept hoping throughout this book that he would expose something of value in terms of how to use the customer's irrational subconscious. Got it, they're irrational. So what do you DO? His best answer to this is to do testing. Well, if you're in marketing and know what you're doing, you're already doing testing. So what? I don't need a book based on other people's research to tell me that.
I think he wrote the book to get his name and his company's name out there. To get more clients. It's more of a long-winded pamphlet for his firm than anything with any real substance.
Heck, if it were at least funny or engaging I would give it two stars, but even the delivery is dead flat.All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back Overview

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Information Design Workbook: Graphic approaches, solutions, and inspiration plus 30 case studies Review

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Information Design Workbook: Graphic approaches, solutions, and inspiration plus 30 case studies ReviewInfographic artists or graphic designers who create designs to communicate ideas to people should like this book.
The summary on the preface accurately describes this book and I'll quote it here.
This book:
- Leads you through the mindset and kind of thinking that support good information design.
- Gives you an overview of the type of processes and tools you can use to create effective information design.
- Shows real-world examples of successful products
- Presents interviews with some of the premier practitioners working in the field today.This book talks about high level concepts to give an overview to information design. The first four chapters explains the need for effective design and provides lots of examples where they are used, and how helpful they are. Some examples include direct mail, litigation graphics, etc. Interviewees relates on what works and what doesn't through their own experience.
There are several tools include to help designers. They include personas and scenario simulation, research and testing and even mundane stuff like using plain language. Of course not all might relate to everyone. I'm a newspaper artist and I don't do testing for every graphic that I produce. But they do give results for tests conducted, which can be applied to different fields.
One chapter is devoted to design principles with examples from all medium.
The last five chapters are the case studies. Each touches on a different medium and each comes with 6 real life success stories. That's 30 set of experience from the industry you can learn from.
I'll like to conclude that this book practices what it preaches. The information on the pages is laid out nicely and easy to absorb.
Here's the table of contents:
Preface - Approaching information design from a user-centric point of view
1. About information design. What is it? Who is doing it? Why is it important?
2. Process: Discovery. A step-by-step look at the research and discovery process
3. Process: Prototypes and Testing. How user research and testing help to ensure successful design
4. Design Toolkit: Visual devices to help communicate information
5. Printed Matter Case Studies. Magazines, packaging and corporate communications
6. Information Graphics Case Studies. Maps, charts, and diagrams
7. Interactive Case Studies. Websites and other screen-based projects
8. Enviromental Case Studies. Wayfinding and exhibits
9. Experimental Case Studies. Information design that pushes the envelope.
(More pictures are available on my blog. Just visit my Amazon profile for the link.)Information Design Workbook: Graphic approaches, solutions, and inspiration plus 30 case studies Overview

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Strategic Brand Management: A European Perspective Review

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Strategic Brand Management: A European Perspective Review
This book is great! I read the 1st edition, but that was a bit too academic. This time academic too, but less technical.
Cases on a number of world-class brands are already worth the dollars. That include Amazon.com, Nike, Virgin, Microsoft, IBM, and plenty of them.
This book is even more comprehensive than Branding Gurus David Aaker's Branding books. But I must admit that this book touches upon too little on e-branding, and its impact on online "brand consumption". Besides, Keller's branding paradigm needs to be updated. He got to invent his own new theory rather than drawing too much upon others' branding theories which makes this book both the Branding Bible (like Kotler's Marketing textbook for MBAs), and a thick book report.
On the whole, this book is great, it won't waste your hard-earned dollars, and Keller's diligent researcher attitude must be honoured and respected, by all means.
Great work, Keller, keep it up!Strategic Brand Management: A European Perspective Overview

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The Breakaway Brand: How Great Brands Stand Out Review

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The Breakaway Brand: How Great Brands Stand Out ReviewI am a small businessowner and have read a number of books on branding. I am always on the look out for books about branding that: 1) offer insights into and analysis of companies that have created strong brands, 2) suggest strategies and ideas that I can apply to my own company, and/or 3) discuss successful branding makeovers.
The "Breakaway Brand" did none of these things. This book was full of the most basic, general, and surface analysis of companies. I'm not an expert on brands by any means, but I could have come up with some of the "insights" that are offered in this book.
The book claims to "provide secrets behind 50 of the world's most succesesful brands." Not only are there no real secrets shared, but the same companies are analyzed and used as examples over and over again. If you read business magazines or books, or read the major business newspaper headlines, you probably have read most of the analysis and information about the well known companies from this book: Volkswagen, IBM, Coca-Cola, Silk Soy Milk, Jet Blue, Southwest, Royal Carribbean, Target, Apple, Dell.
After a while I started highlighting passages that were particularly unhelpful. Here's one example:
"Breakaway campaigns like Nike's, Apple's, and Volkswagen's have something else in common: teamwork. Great campaigns are a team sport--they require a partnership between a brand owner, all of its divisions, and its agency to create great campaigns. Just as important, it takes a CMO and CEO with the vision, guts, and determination to take risks, to innovate instead of imitate, and to demand that their organization and advertising agency deliver a breakaway campaign."
Another example of completely unhelpful "insights." Here are some examples they provide as "the economic levers of breakaway brand campaigns:"
-Increases in brand awareness
-Increases in advertising awareness
-Sales gain
-Increased brand loyalty
-Increased margins
-Strong trade loyalty
-Increased positive press
-Free marketplace "buzz"
Don't waste your money on this book. Read Marc Gobe's "Emotional Branding" if you're looking for a well-written book, written by an innovator in the business of branding, that provides insights into and behind-the-scenes stories of some of the most successful brands.
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Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru Review

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Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru ReviewSelf-proclaimed "brand guru" Simon Middleton explains in clear, easy-to-understand terms what branding is, and then he tells you how to do it in this systematic guide to do-it-yourself branding. Even though he writes for small-business owners and entrepreneurs, Middleton's process applies to large businesses and corporations as well. He makes his subject so enjoyable and even inspiring that reading his guide is like having a conversation with a witty, knowledgeable and helpful friend. However, Middleton ambitiously proposes that you undertake a different branding activity each day for a month. But, even if you decide to stretch the 30 days to three months or more, he does explain how to get the job done. And it costs a lot less than hiring an agency or consultant. getAbstract recommends Middleton's advice, if not the exact timing of his process.Build a Brand in 30 Days: With Simon Middleton, The Brand Strategy Guru Overview

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FusionBranding: How To Forge Your Brand for the Future Review

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FusionBranding: How To Forge Your Brand for the Future ReviewThis book is very readable, insightful and candid. Wreden uses a wealth of timely examples to illustrate his ideas -- some of which are quite contrarian, making this book also thought-provoking. His understanding of the implications and potential of technology adds a unique perspective. Each chapter provides additional resources for the reader. "Takeaways" are challenging questions to consider for determining a plan of action for the future. Built around 10 core principles, his arguments are compelling -- even as they might be uncomfortable for some readers.FusionBranding: How To Forge Your Brand for the Future Overview

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Game Plan: The Insider's Guide to Breaking In and Succeeding in the Computer and Video Game Business Review

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Game Plan: The Insider's Guide to Breaking In and Succeeding in the Computer and Video Game Business ReviewThe best part of this book is a chapter that explains how a game goes from an idea to a finished product and even explains how games are marketed as well as recounting how much difficulty game programmers and artists have trying to meet milestones.
While I enjoyed the book I think it is more suited to people wanting to know how the game industry works and what the key players are instead of how to actually BREAK into the game industry.
It has some suggestions on how to make it big in the computer video game world but these are more common sense then anything, for example it suggests finding people that are in the business and becoming friends with them.
One thing that keeps this book above average is the countless tips from actual experts from big publishers and developers.
One thing this book will not tell you is what you should learn and what technologies are specifically involved in creating games. This is my one big gripe with the book. However other then that, I give this book 4 stars...Game Plan: The Insider's Guide to Breaking In and Succeeding in the Computer and Video Game Business Overview

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Experiential Marketing: A Practical Guide to Interactive Brand Experiences Review

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Experiential Marketing: A Practical Guide to Interactive Brand Experiences ReviewExperience is something invaluable, and this applies heavily to marketing as well. "Experiential Marketing: A Practical Guide to Interactive Brand Experiences" is a look at the growing value of experience in marketing, using past experiences and evidence as the foremost focus in advertising. Many minds on the topic feel this train of thought will grow in the coming years, and the enlightened approach will pay off better to early adopters. "Experiential Marketing" is a complete and comprehensive guide to the subject, a must for those in charge of their business' marketing.Experiential Marketing: A Practical Guide to Interactive Brand Experiences Overview

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Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced Review

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Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced ReviewPlacemarketing is one of most dynamically developing spheres of activity and researches. The book "Place branding" is new view on last trends in this sphere of activity. To my mind, the strength of this book are the fresh and in detail disassembled cases "the best practices", from which I still anywhere didn't meet part: Dubai, Zeeland (The Netherlands), Flanders (Belgium), and also Canary Islands, Florida, Morocco, Singapore, Wales.
To my mind, it would be desirable in to see more soon cases about Russia - which meanwhile don't meet anywhere.
Vladislav Solodkiy,
head of advertising department, Russian Standard BankPlace Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced Overview

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The Global Brand: How to Create and Develop Lasting Brand Value in the World Market Review

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The Global Brand: How to Create and Develop Lasting Brand Value in the World Market ReviewAs a marketing executive in the international branch of a Fortune 500 company I can really relate to the concepts outlined in this comprehensive and well researched book. In a way, I felt that the author was preaching to the choir.
Mr. Hollis shows us how the most successful global companies are those that have found a balance between their desire to achieve economies of scale, and their willingness to adapt their products to local cultures, tastes and habits.
He gives us the successful example of McDonald's, a brand positioned as "fast, low cost food" in the US, but considered more upscale in other countries by people who identify themselves with the West and the American way of life. These differences have prompted the addition of value added services like home delivery, and the creation of concepts like McCafe.
The book also dispels some common business myths like the "first mover advantage", which is not necessarily true in the global scene, and the notion that consumers in developing countries just care about price (when in fact they place more importance on brands than their counterparts in developed countries).
Mr. Hollis finishes his book with some specific tips on how to align organization and resources so that corporations can position their brands for global success.
I recommend this book to anybody who is interested or involved in building brands, and wouldn't hesitate to call it a must-read for all those in charge of leading organizations and brands in their quest for international growth.
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Essentials of Visual Communication Review

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Essentials of Visual Communication Review"Aimed at students studying for a first degree," reads the first line of the publisher's description for this book. This is a disservice to the depth of the content - it is far more than a student text. While it would make good required reading for a course in visual communication/visual studies, I'd recommend it as supplementary reading for practicing graphic designers, photographers, videographers and people in advertising, brand-building, or strategy.
Many people in these professions have studied one or two subsets of visual communication. This book presents a well-written overview of how all these branches of visual communication work (and work together.) The book fills in holes.
It is beautifully produced with current examples, mostly from Europe (it is published by a British publisher and thus is slanted toward the European market.) Unlike many books on visual studies, it comes across as a well-written, carefully considered and structured text with appropriate and current illustrations rather than a collection of images with explanatory text shoehorned in to fit.Essentials of Visual Communication Overview

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