VOTED THE #1 MARKETING BOOK
It all started with Positioning.
The book that revolutionized the field of marketing. Instead of communicating the benefits of your brand, you need to look inside the mind of the consumer to find a position you can own.
Focus
The future of your company depends on it.
BMW narrowed its focus to “driving” and became the world’s largest-selling luxury-vehicle brand. Most marketing programs are designed to expand brands when the real opportunity is just the opposite.
The Origin of Brands
Discover the natural laws of product innovation.
Divergence, Charles Darwin’s theory, creates endless opportunities in marketing, too. The mainframe computer diverged into the desktop computer (Dell), the laptop computer (Compaq) and the tablet computer (iPad.)
Battlecry
Creating a slogan is only half the battle. The other half of the battle is creating a visual that will help drive your slogan into prospects’ minds.
Battlecry is a companion book to Visual Hammer, and should be read together.
The Fall of Advertising
For years, advertising had been the key weapon in marketing. Not today.
Successful brands today are launched with PR. Advertising is best used after brands have already been built by PR.
Additional Books
The 22 Immutable Laws of Branding
How to build a product or service into a world-class brand.
This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding.
Buy
War in the Boardroom
Why left-brain management and right-brain marketing don’t see eye-to-eye — and what to do about it.
Buy
Marketing Warfare
Marketing is war, where the competition is the enemy and the customer is the ground to be won.
Buy
Horse Sense
If you want to get ahead in business, think like a jockey. Find the best horse you can ride. It could be a company, a product, an idea, another person, or even your family.
Buy