Recommended Readings

The following is required reading for brand champions:

Branded Customer Service by Janelle Barlow and Paul Stewart

You, Inc. by Harry and Christine Clifford Beckwith

Personality Not Included by Robit Bhargava

Meatball Sundae by Seth Godin

Taking Brand Initiative by Mary Jo Hatch and Majken Schultz

Millennials Go to College by Neil Howe and William Strauss

Beyond Buzz by Lois Kelly

Chasing Cool by Noah Kerner and Gene Pressman

The Cluetrain Manefesto by Rick Levine, Christopher Locke, Doc Searls and David Weinberger

Buyology by Martin Lindstrom

Brand Sense by Martin Lindstrom

Living the Brand by Nicholas Ind

Join the Conversation by Joseph Jaffe

The New Gold Standard by Joseph Michelli

The Starbucks Experience by Joseph Michelli

The Pirate Inside by Adam Morgan

Zag by Marty Neumeier

On Brand by Wally Olins

Brand from the Inside by Libby Sartain and Mark Schumann

Big Think Strategy by Bernd Schmitt

Word of Mouth Marketing by Andy Senovitz

Naked Conversations by Robert Scoble and Shel Israel

The Age of Engage by Denise Shiffman

Accidental Branding by David Vinjamuri

Profit Brand by Nick Wreden

Comments

[Martin Mendelsberg]

As a designer and educator one finds very little relevant course content addressing brand processes and management from the inside out. Inside out meaning an in-depth examination of corporate or organizational histories, objectives and core values. There must be an assurance that students understand the importance of developing targeted solutions as a result of quantitative and qualitative research within and outside of the business environment. Clear internal messaging surely leads to timeless visual communication.