Books

Marketing through the eyes of Harry Potter

August 31, 2008

Picture_1 …and Susan Gunelius.

Harry Potter wasn’t just a book series.  It has become one of the world’s most popular and recognized brands in recent history.  And it was no accident.

Marketing and branding blogger Susan Gunelius has just released the book Harry Potter: The Story Of A Global Business Phenomenon where she breaks down the success factors that led to the amazing success.

It’s a fascinating read, even more so if you loved the books.  But even if you never read a single Harry Potter potion — there’s a lot to learn here.

Gunelius explores the role of the internet and social networking, event and marketing tactics, and most important — how every brand can duplicate the steps and success of the Harry Potter phenom.

I had the good fortune of reading Susan’s final draft.  Here’s my comment, lifted from her jacket cover.

"Gunelius’ book demystifies the success of the Harry Potter series.  While others have called the phenomenon ‘magical,’ this book proves that it was really the result of a carefully crafted strategy — a strategy that any business can replicate and profit from.  Unless you’d rather not be the Harry Potter of your industry — read and learn!"

It was my privilege to be able to get the sneak peek and to endorse Susan’s book. With that said…get and enjoy this book.

 

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Steve Farber’s new book comes packed with a challenge

August 9, 2008

When people ask me about the benefits of blogging, I can recite quite a list.  But one of the top items on that list is the amazing people I can now call my friends, thanks to meeting them via the blogosphere.

I loved Steve Farber’s books long before we became friends.  At MMG, we give his books as gifts.  We practice his LEAP philosophy at the office and I strive every day to be an extreme leader. 

So, I’m elated that book #3, Greater Than Yourself, has a launch date.  (March 3, 2009 but you can already pre-order a copy.)  I remember talking to Steve about this book at SOBCon ’07 and knowing that it was going to take his writing to a completely different level.  And by default, give us the opportunity to take ourselves to a completely different level along with him.  (check out this sneak peek of the book)

Here’s a little video clip of Steve talking about the core premise of his book and even more important — his challenge to us.

Steve’s other books (which I HIGHLY recommend)

Radical Leap
Radical Edge

I’m curious — have you read Steve’s books?  Did they have impact?  Make you see something in a new way?  Change a behavior?

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Branding book: Want an inside advantage?

August 2, 2008

Picture_1_2 Although author Bob Bloom doesn’t really toss around the word branding in his book, The Inside Advantage: The Strategy That Unlocks the Hidden Growth in Your Business, it is what he’s talking about.

Bob Bloom is a strategic consultant and the former U.S. CEO of advertising mega-giant Publicis Worldwide. So the man knows a little about differentiating your products from the field.  Some of his clients include T-Mobile, Zales, BMW, and L’Oreal. After 45 years in the business, Bloom has learned what it takes to grow a company.

In his book, Bloom shares all of this information and reveals how to apply his methods using a system known as The Growth Discovery Process.

The process involves determining who your core customers are, identifying the uncommon offering offering your business provides, developing a persuasive strategy, and exploiting your inside advantage.

Hmm, sounds a lot like branding, eh?

In the rest of the book Bob describes The Growth Discovery Process.  It is very simple, clear and not only pertains to both large and small companies, it pertains to the individual entrepreneur.  Basically it involves identifying:

  • Who is the core customer?
  • What is your uncommon offering?
  • How is your persuasive strategy different from others?
  • Own It! is the series of imaginative acts that will celebrate your uncommon offering and make it well known to your core customer.

Bob maintains that in every company there is at least one undervalued, underdeveloped or undiscovered strategic asset that can be translated into an imaginative marketing and selling platform.

The Inside Advantage is an excellent read for companies of all sizes.  It’s easy to digest but very thought-provoking. 

Check out this video of Bob Bloom’s interview by Fortune Small Business.

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Recession proof your business – FREE book!

July 29, 2008

Picture_1 Imagine what it would be like to sit down with 38 great minds in business, sales and marketing and hear from them exactly what to do and not to do during a recession.       

Well, that’s basically what Scott Aughtmon has done for us.

He interviewed 38 top experts in business, sales & marketing and asked them 3 questions:

  • What’s the common mistake most businesses make in a recession?
  • What are the methods you would use to survive and prosper in a recession?
  • What moneymaking opportunities do you see available for business owners during this time?

Then he created two e-manuals that reveal their answers and give us their simple methods to help our businesses survive and prosper in a recession.

And…thanks to Scott, I have 10 sets of the books to give away.  Plus, there are some bonus giveaways which make this even better!  Here’s how you can win the books, valued at $57.

  • Comment on this post (one entry)
  • Tweet about the book giveaway (include URL)  and send me a screen shot (one entry)
  • Post about the giveaway (include URL/link) on your blog and send me the link (two entries)

I’ll put everyone’s name on a slip of paper and let my daughter draw one out of a hat.  You can’t get more impartial than that!  The drawing will be held Tuesday, August 5th Thursday, August 7th (thanks to my travel woes) so you have one week.

The experts that Scott interviewed include the likes of Jay Levinson, Michael Gerber, Laura Ries, Ron McDaniel, and Debbie Weil among others. 

I’ve read the books and they are packed with smarts and good counsel.  But if you don’t want to take my word for it…how about these endorsements?

"When times are tough, there is no ‘one’ answer. ‘Succeed and Prosper in a Recession’ provides many answers and it provides them through the insights of America’s marketing masters. If you can’t get the answers from this ebook, you haven’t figured out the question, much less the problem. This book is a winner that will help you win."

Jeffrey Gitomer

"Scott Aughtmon has compiled just the right advice for just the right people and at just the right time. Surviving and prospering during a recession will never be a piece of cake. But it will be a whole lot easier if you’ve read the wise counsel in Scott’s book. I recommend it to the skies, recession or no recession."

Jay Conrad Levinson

"What a refreshing, uplifting break from the doom and gloom that’s all around us. Reading this book is like getting an instant MBA from people who have made millions of dollars for themselves and others — regardless of the so-called economic climate."

David Garfinkel

If you just can’t wait or don’t win the free copies, you can read more about the book and order your own copy here.  And yes, there is an affiliate program and no, I am not participating. 

I don’t make a buck and you get smarter.  Doesn’t that work out well for you!

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The Dream Team — Age of Conversation ’08 authors

June 29, 2008

Conversation_cover When Gavin and I announced that we were going to create a 2nd Age of Conversation book and were looking for authors — we had plenty of takers.  275 to be exact.  Now, several months later, the submissions are in and we’re knee deep in editing.

It’s funny how life can interfere with our plans.  We had several authors who had to take a pass due to family, work or other obligations/situations.  When the dust settled and all the chapters were turned in, we had 237 authors left standing.  Here they are:

Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob LeDrew, Brad Shorr, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Chris Brown, Connie Bensen, Connie Reece, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Schawbel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Dave Davison, David Armano, David Berkowitz, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne & Todd Cabral, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, John Herrington, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kristin Gorski, Lewis Green, Lois Kelly, Lori Magno, Louise Manning, Luc Debaisieux, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tim Brunelle, Tim Connor, Tim Jackson, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem

Quite an impressive list.  And you’re going to love the insights and stories they had to share.

For the next month or so, we’ll be editing and working through design/layout issues.  And before you know it, Age of Conversation ’08 will be ready for promotion and purchase.

Thanks to everyone who is participating and remember….it’s all about raising money for charity.

Stay tuned!

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Is your brand an accident waiting to happen?

June 25, 2008

Accidentalbrandingcover David Vinjamuri released a book this spring called Accidental Branding:  How Ordinary People Build Extraordinary Brands and it’s built to inspire.

The book tells the story of seven average people who developed successful brands despite their lack of formal marketing training. 

Instead, they built their brand from their heart and their gut. 

As a comment from the book jacket (from Gareth Kay) points out, one of the things that makes this book so interesting is that the companies profiled are not the same Nike, Apple, Virgin and Whole Foods that we read about every day.

Vinjamuri spotlights:

  • The Storyteller: John Peterman (J. Peterman)
  • The Contrarian: Craig Newmark (craigslist)
  • The Tinkerer: Gary Erickson (Clif Bar)
  • The Visionary and the Strategist: Myriam Zaoui and Eric Malka (The Art of Shaving)
  • The Pugilist: Gert Boyle (Columbia Sportswear)
  • The Perfectionist: Julie Aigner-Clark (Baby Einstein)
  • The Anarchist: Roxanne Quimby (Burt’s Bees)

Each brand’s story is very different and gives readers a rock solid reminder that anyone and everyone has what it takes to build a killer brand.

I think the stories also serve as a reminder that you cannot fake branding long-term.  What made these businesses extraordinary is how authentic each business owner was in terms of defining and protecting their vision.

Bottom line — they believed in it.  And eventually, so did we.

Like any good professor, Vinjamuri sums up the lessons and packages them into six rules:

  1. Do sweat the small stuff
  2. Pick a fight
  3. Be your own customer
  4. Be unnaturally persistent
  5. Build a myth
  6. Be faithful

This is a fun read.  Vinjamuri is an excellent storyteller and each story has a lesson or three for each of us. 

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FREE e-book on word of mouth marketing

June 19, 2008

Reward_email Dave Balter, of BzzAgent (which I have written about before) has written a new book, The Word of Mouth Manual: Volume II.

His book and how he’s promoting it is an embodiment of Word of Mouth itself. As Dave’s site says "Every aspect of it was conceived as an illustration of how to get people talking. There are dozens of elements of WOM in action which will become entirely obvious once you see it, read it and hold it. For example, the title begs people to ask, "Where’s Volume I?" which is as good a way as any to get a dialogue going. The same goes for the monkey on the cover (and how that guy eats bananas, of course)."

You can buy the book on Amazon for $45 or you can download the PDF (full content) version for free.   

Your call.  I went for the free one myself!

Thanks to John Jantsch for asking me to pass this along to you.

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Age of Conversation has us a little buried

May 16, 2008

Buried If Gavin Heaton or I seem a little slow to respond to an e-mail or comment over the next few days, you’ll have to excuse us.  The Age of Conversation submissions are flooding in and we’re just working on keeping our heads above water.

It’s cool.  It’s exactly what we wanted.  But, this is definitely the beginning of the hard labor portion of this labor of love!

Shall we practice our breathing exercises together?

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Looking for the spotlight?

April 19, 2008

Picture_12 When the tip in card promoting a book includes raves from Jack Trout, Tom Peters, Al Ries, Jay Conrad Levinson and others — you have to conclude one of three things:

  • It’s an amazing book
  • The author is a brilliant networker
  • Maybe both

Tsufit (think Cher and Sting, no last name needed) is a former attorney who left her law career to become a "seek the spotlight" coach.  Her book, "Step into the Spotlight…’Cause ALL Business is Show Business!" is her guide to getting noticed. 

As you might expect, a book about promoting yourself includes a fair amount of promotion for the author.  But that aside, it’s a fun read.  Tsufit draws wonderful pictures with her words and brings to life many scenarios where the reader could use a good kick in the rump to get out of the shadows and onto center stage.

This book is a little bit personal branding, a little bit public speaking, a little bit networking and a little bit publicity garnering.  What’s great about this book is that it’s broken down into bite sized stories and tips.  You’ll find yourself nodding and earmarking pages. 

Perhaps the biggest value of the book is that Tsufit’s enthusiasm is contagious.  She gets you excited about promoting yourself and your business.  Mix that enthusiasm with plenty of "how to" tidbits and you should be shielding your eyes from the bright lights in no time.

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