Advertising Management

A brand's meaning—how it resonates in the public heart and mind—is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. This groundbreaking book provides the illusive and compelling answer. Using studies drawn from the experiences of Nike, Marlboro, Ivory, and other powerhouse brands, the authors show that the most successful brands are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes.

Emotional Branding is the best-selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, and emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people.

A unique and significant guide to selling more books through personal appearances and online interviews, brimming with information and resources as well as tips and ideas from nearly two dozen author-speaker professionals.The most powerful tool in your book promotion toolkit is your personality. The fact is that personality sells books.

Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.

Your new business went online yesterday and you've got a marketing budget of zero. How are you supposed to create a movement around your product? How can you get to your first thousand - or million - customers? Starting from zero, it feels impossible. Enter the growth hacker. You may not have heard of growth hacking yet, but you've certainly used the billion dollar brands built by it: Hotmail, AirBnB, Facebook, Dropbox, amongst many others. Growth hackers thrive on doing what traditional businessmen would consider impossible: creating something from nothing.

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.

Emotion by Design reveals how leaders can harness the creative potential of any team, and so resonate with their audience like never before. Reflecting on his time working on Nike campaigns for Ronaldo and LeBron, the Olympics and the FIFA World Cup, Greg Hoffman reveals how any business can unlock its creativity: whether by seeking out the daydreamers (and taking them seriously), or recognising that visionary ideas come not only from ingenious individuals but from whole cultures of innovation or understanding how to turn a mere campaign into a global movement.

Seth Godin, one of today's most influential business thinkers, writes best-selling books like Purple Cow and All Marketers Are Liars. And in between those annual books, he delivers a daily stream of ideas on one of the world's most popular blogs.

Best selling author Jack Trout doesn't beat around the bush. He takes marketers to task for taking the easy route too often, employing high-tech razzle-dazzle and sleight of hand when they should be working to discover and market their product's uniquely valuable qualities. He examines successful differentiation initiatives and outlines the many ways you can achieve differentiation.

Linda Kaplan Thaler and Robin Koval have moved to the top of the advertising industry by following a simple but powerful philosophy: it pays to be nice. While so many companies encourage a dog-eat-dog mentality, The Kaplan Thaler Group has succeeded through chocolate and flowers.

In this groundbreaking audiobook, Pauline Brown, a former leader of the world’s top luxury goods company and a pioneer in identifying the role of aesthetics in business, shows executives, entrepreneurs, and other professionals how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence - or "the other AI", as Brown refers to it.

Organizations are forever pouring creative energy into their branding strategies, tweaking their logos and websites, and building identities that range from warm and fuzzy to ultracool and edgy. But many forget that a brand, at its heart, is a promise to deliver results. If your brand experience fails to live up to that promise, customers will take their business elsewhere. Brand Real is a unique business strategy guide for making a brand’s promise stand up at every customer touchpoint.

What’s the big idea? Jaime Cabrera has been asking this question and leading creative teams to the answer for over 25 years. Inspired by and featuring conversations with dozens of top creative directors from around the world on his popular podcast Confessions of a Creative Director, What’s the Big Idea is a must-have resource for any ambitious creative looking to advance their career as a creative leader at an agency, brand, or organization of any kind.

In The Naming Book, Bullhorn Creative founder and partner Brad Flowers presents a clear framework for crafting and choosing the name that sticks. With a five-step blueprint that takes you from brainstorming to trademarking, this book is the ultimate guidebook to naming anything. You'll learn how to: set clear goals for your name and brand before you start, craft a brainstorming list based on your business mission, build a brand unique to you by creating your own word, find the balance between "cool" and clear, and narrow down your list of names with five easy tests.

Author Dan Norris shares his story about how he grew his WordPress support business from scratch to over an $1 million AUD annual run rate in two years, spending only $181.23 on advertising. Content Machine provides a framework that will help listeners with every aspect of content marketing, from idea generation, to writing guidelines, to hiring and scaling a content team.

Campaigns that Shook the World provides the inside story on a selection of the greatest campaigns of the past four decades, while narrating the development of the PR and communications business. The book provides the definitive case studies of nine campaigns - political, corporate and entertainment - from the 1970s to the present day.

Calling upon over 40 years of marketing experience, authors Al Ries and Jack Trout use vivid examples and fascinating anecdotes to explain the keys to today's tough, competitive marketplace. Learn how to avoid the danger of ego and arrogance, the need to understand trends, and many other crucial marketing lessons, as Ries and Trout point you solidly in the direction of success.

While you may already be sick of the phrase "thought leader", the truth is, there aren't that many of them in our industry. Thought leaders don't write content that any other agency could claim. Thought leaders don't write about anything and everything, and thought leaders don't compete on price. Experts are afforded the highest level of confidence and trust because they have a depth of knowledge that can't be denied or easily replicated. Why wouldn't we capitalize on that? Agencies are at the cusp of a huge shift. You can own an authority position that will future-proof your agency.

Good public relations is no longer just icing - it's a strategic imperative more important to your competitive success than even advertising or marketing. This is true whether you're a century-old multibillion-dollar corporation or a penniless startup. In Rethinking Reputation, public relations guru Fraser Seitel and John Doorley, founder of the Academy for Communication Excellence and Leadership at Johnson & Johnson, examine a fascinating new set of case studies.

Learn how to start leveraging a breakthrough, a new way of operating at the helm of a business to get more wealth, power, loyalty, respect, and freedom than ever before! In this controversial new book, Charlie Hutton - the man accused of having a cult-like following among male business owners and entrepreneurs - reveals the secrets that have fast become the backbone for the new breed of self-made men.