Our top 20 books to read on brands
For week 1Adam Arvidsson, Brands: Meaning and Value in Media Culture, 2006
A challenging critique of how brands work on usPhil Barden, Decoded, 2013
What neuroscience tells us about why people buy things.Tilde Heding, Charlotte F Knudtzen and Mogens Bjerre, Brand Management, 2009
An accessible guide to the various ways academics have defined ‘brand’Naomi Klein, No Logo, 2000
The famous anti-brand (actually anti-corporate) manifestoMartin Lindstrom, Brandwashed, 2011
Insider analysis of tricks companies use to manipulate our minds and persuade us to buyDebbie Millman, Brand Thinking, 2011
Fascinating interviews with some of the top practitioners in branding
Want to keep
UEA (University of East Anglia) online course,
The Secret Power of Brands
Fact-based, nonconformist analysis, questioning ideas like brand loyalty.
For week 2David A Aaker and Erich Joachimsthaler, Brand Leadership, 2009
Probably the definitive academic overview of brand managementJonathan Knowles and David Rutherford, Vulcans, Earthlings and Marketing ROI, 2008
A friendly guide through the minefield of measurement and valuation
For week 3Wally Olins, The Brand Handbook, 2008
Comprehensive coverage from the guru of corporate brandingJames Webb Young’s A Technique for Producing Ideas, 2003
One of the most practical (and shortest) books on creativity
For week 4Alina Wheeler, Designing Brand Identity, 2013
The best overview of brand design
For week 5Erik Roscam Abbing, Brand-Driven Innovation, 2010
Pioneering, rigorous and also very well illustratedAlex Bogusky and John Winsor, Baked In, 2009
Practical book on how brands these days are about the product, not the advertisingMary Jo Hatch and Majken Schultz, Taking Brand Initiative, 2008
How organisations need to align their vision, image and cultureAndy Milligan and Shaun Smith, Uncommon Practice, 2002
An inspiring survey of how many top brands get their people to do the right thingDaniel Pink, Drive, 2009
Recent scientific research on what motivates people to do things
For week 6Rachel Botsman and Roo Rogers, What’s Mine is Yours, 2010
Pioneering book on consumers who don’t want to own thingsRick Levine, Christopher Locke, Doc Searls and David Weinberger, The Cluetrain Manifesto, 2000
Prophetic manifesto on the effect of the internet on the credibility of corporate messagesMarty Neumeier, The Brand Flip, 2015
A brand designer’s view of the new power of the consumer.
Looking more widelyHere are five books we love that touch on branding – and art, humanity and even chocolate.
The Secret Power of Brands
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