The Top Five Books on Branding – Roger’s Reads
I’ve probably read just about every book written on the subject of branding, and that’s no easy feat. There are hundreds. Here are five of my favorites.
1. THE 22 IMMUTABLE LAWS OF BRANDING
Perhaps one of the most concise, to the point, and best books ever written on branding, I’ve read this book at least a dozen times over the years. While geared more to product, all 22 laws easily apply to communities. Written by Al Ries and his daughter Laura, this 172 page book is a quick read and absolutely worth re-reading every year.
2. POSITIONING: THE BATTLE FOR YOUR MIND
Written by Jack Trout, who co-authored several books with Al Ries, this book is also a must read. The stories are great, and if you’re like me, you’ll also want to read other Jack Trout and Al Ries books including Trout on Strategy, and The Origin of Brands. Start with this one.
The subtitle, Words That Sell Brands, Grip Fans, & Sometimes Change History sums up what this book is about. If you’re charged with marketing your community, this is another book that will end up with sticky notes, dog-eared pages, and highlighter marks throughout. Written by Steve Cone, you’ll love the stories. When you’re done, go buy a copy of STEAL THESE IDEAS! also by Steve Cone. These two books will quickly become your marketing bibles.
4. DESTINATION BRANDING FOR SMALL CITIES
A friend of mine, and my favorite Australian, Bill Baker penned this great book, which is complete with step-by-step instructions on branding communities. Now in its second edition, it demystifies what branding is about and then provides you with all the ammunition you need to successfully brand your city or town – no matter how big or small!
5. BRAIN TATTOOS
I’m a big fan of books that get to the point and give you real solutions you can use today to make a difference tomorrow. Karen Post’s Brain Tattoos is 180 pages of do it yourself exercises, case histories, and bottom-line solutions to help you through the branding process. I’ve dog-eared just about every page.
When you’re done reading these you’ll see why you need to avoid focus groups and why logos and slogans are not brands. Great education, easy reads, and to the point. After you’ve digested these perhaps you can give Karen Post a run for her “Branding Diva” brand!