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Archive for the ‘Marketing’ Category

Marketing in the Groundswell by Charlene Li and Josh Bernoff

December 16, 2009 Leave a comment

Book: Marketing in the Groundswell by Charlene Li and Josh Bernoff

Rating: good

Lesson Learned: How do you get people talking

I read the truncated version given to me by my chairman and it was great. It is an easy read and helps you begin to think about the strategy needed to reach people who have co-opted your brand.

Categories: Book Review, Marketing

Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy) by Jonathan Salem Baskin

December 4, 2009 3 comments

Book: Branding Only Works on Cattle: The New Way to Get Known (and drive your competitors crazy) by Jonathan Salem Baskin

Rating: Meh

Lesson Learned: think different

He was just writing to the extreme so that people would think differently. Is branding by any other name not branding?

Categories: Book Review, Marketing

Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey A. Moore

October 5, 2009 Leave a comment

Book: Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey A. Moore

Rating: Great

Lesson Learned: how to go from the early adopters to the mainstream

Moore discusses the market as a bell curve where the early adopters are at one end and at the other is the laggards. When a disruptive product is introduced into the market there is always a jump that has to be made between the early adopters and the early majority. Moore explains ways on how to cross this chasm effectively so your product becomes ‘the’ product. It was an interesting read and even after being written decades ago it is still applicable.

Categories: Book Review, Marketing

Exploiting Chaos: 150 Ways to Spark INnovation During Times of Change by Jeremy Gutsche

September 26, 2009 Leave a comment

Book: Exploiting Chaos: 150 Ways to Spark INnovation During Times of Change by Jeremy Gutsche

Rating: Cool

Lesson Learned: Trend Spotting

Jeremy Gutsche runs the website TrendHunterand wrote this book as a way to describe what he has learned about spotting trends. The book is fun because it is written like a 200 page exciting PowerPoint. It provides an excellent explanation of how to spot and create trends. The lessons he teaches are substantive and the way the book was published is as unique as Bell’s Velvet Elvis. (I’m talking about the Velvet Elvis- pre-weird guy falling on the cover.)

Six Pixels of Separation: Everyone is Connected. Connect Your Business to Everyone by Mitch Joel

September 25, 2009 Leave a comment

Book: Six Pixels of Separation: Everyone is Connected. Connect Your Business to Everyone by Mitch Joel

Rating: Meh

Lesson Learned: The internet has closed the gap

This was a good book and would have been a fantastic book had I read it at the beginning of my quest to learn everything about online marketing and building brand awareness. However, I didn’t and so I was re-reading a lot of stuff I had already heard. It seems like the new deal for marketing agencies is to have their higher ups write really good books. I’m down with that. I think the real story here is that if this book was published there are still people out there that don’t know and understand the power of the internet.

Don’t misunderstand me the book is worth reading if you are beginning your exploration into online marketing and understanding electronic community, but if you are in your 20s you have grown up with this stuff.

Using the Web to Build Influence, Improve Reputation, and Earn Trust by Chris Brogan and Julien Smith

September 24, 2009 Leave a comment

Book: Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust by Chris Brogan and Julien Smith

Rating: okay

Lesson Learned: be authentic

If you are a big company and don’t get the whole ‘net youth culture’ this is a good book. I enjoyed reading it because the lessons seem so intrinsic to me since this is the time I grew up in. There isn’t anything here revolutionary unless you really don’t understand the power of blogs and the potential for your brand to spread online following simple rules.

The Brand Called You by Peter Montoya with Tim Vandehey

September 7, 2009 Leave a comment

Book: The Brand Called You by Peter Montoya with Tim Vandehey

Rating: 2 stars for a marketer, 5 stars for a small business owner

Lesson Learned: Your brand is everything you do.

The Brand Called You was a thorough explanation of all the things you can do as a small business owner, or free agent to build your brand. So many times people think being a good salesman, or net-worker, or whatever will help their small business grow, but it won’t. There are plenty of people who are good salespeople that fail. I believe what sets people apart is their recognition that when they are presenting a business or their work they are presenting themselves and it takes more than just being smooth.

Categories: Book Review, Marketing