sales, marketing, branding and product books

Priceless: Turning Ordinary Products into Extraordinary Experiences	Diana Lasalle, Terry Briton	A practical, tactical guide to giving your customers that priceless experience. Must read for consumer marketing branders.
United We Brand 5 Steps to an Unforgettable Brand	Mike Moser	An executive's guide on how to funnel the brand roadmap to everyone.
Emotional Branding How successful brands gain the irrational edge	Daryl Travis, Richard Branson	Don't be scared to read this. Yes, there is a lot of emotion in brands.
FireBrands Building brand loyalty in the internet age	Moon Mullison	An emerging science, with enough of a track record for all of us to learn from.
Deep Branding on the Internet Applying heat and pressure online to ensure a lasting brand	Marc Brauntein & Ed Levine	You have to work at it! Let the boss know too.
Strategic Brand Management Creating and sustaining brand equity long term	Jan-Noel Kapster	A good up to date treatise, especially for major brands worldwide
Positioning The battle for your mind	Al Ries and Jack Trout	The book and place where it all starts. A classic. Must read.
The 22 Immutable Laws of Branding	Al Ries and Laura Ries	Another must read - so that at least you can see how many of the rules you agree with. Great basic primer.
The 11 Immutable Laws of Internet Branding	Al Ries & Laura Ries	OK. We had to have it. Read quickly and pass it on.
Warp Speed Branding The impact of technology on marketing	Angie Winkler	Some good knowledge for those not so up on technology. But we are always cautious of books on branding written by advertising executives!
Blow the Whistle on Your Competition How to brand position your company to win in the marketplace of the mind	D. Wendal Attig	Despite its long title, a thorough and excellent book for the serious student.
Managing Brand Equity Capitilizing on the value of a brand name	David Aaker	One of a series of academic textbooks, by a leading professor on the subject.
Building Strong Brands	David Aaker	Second in a series. Continues to be biased towards mega brands.
Brand Leadership Building assets in the information society	David Aaker	First of the esteemed professor's books that even mentions the internet. Of course, then he does a stellar job.
Technobrands How to create and use brand identity to market technology products	Chuck Pettis	At last. Something even I can understand that isn't just a few basic rules.
The Brand Mindset Five essential strategies for building brand advantage throughout your company	Duane Knapp	Don't let the strange cover put you off. If you deal with consumers, read this soon.
The E Myth revisted Why most small businesses don't work and what to do about it	Michael Gerber	Not really a branding book...but if your brand is online, a very interesting read.
Eating the Big Fish How challenger brands can compete against brand leaders	Adam Morgan	We love it. For the title alone. Seriously, great for everyone except the market leaders.
The Tipping Point How little things can make a big difference	Malcom Gladwell	A definitive must read for everyone in marketing and branding. At last we start to see some light on why fads and trends happen.....and many other basic of promotions. Highly recommended - it is already a best seller..
Driving Brand Value Using integrated marketing to manage profitable stakeholder relationships	Dr. Tom Duncan & Sandra Moriarty	Thank you professor, for formalizing what good marketeers should do...instead of just listening to one of their agencies.
Futurize Your Enterprize Business strategy in the age of the e-customer	David Siegel	Surprise. You need a good business and marketing strategy before you can create a brand - even in the online world. Here is a quick way to get a good fix on the subject.
Integrated Branding Becoming brand-driven through company wide action	Joseph Lepla	Congratulations to one author with the courage to criticize how agencies operate. And how to do it right anyway. First agency principal we know who doesn't introduce a big bias towards their personal specialty.
Experiential Marketing How to get customers to sense, feel, think, act and relate to your company and brands	Bern H. Schmitt	Every brander should know how to make the brand experience. If you are too analytical and pragmatic, it's time to read this.
Competitive Branding Winning in the market with value-added brands	Torsten Nilson	Emphasis on wht to do, rather than how to do it. Very good with an European slant as author did branding for Nestle.
Brand Warfare 10 rules for building killer brands	Jay D'Alessandro	If you work for a large company you must read this book, especially if you are in management. Just released in 2001.
Emotional Branding The new paradigm for connecting people and brands	Marc Gobe	Important for big consumer advertisers

Comments? Feedback? Other recommendations?

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All opinions and criticisms of books listed on the critic's corner are the personal opinions of Athol Foden himself, based on many years of working and teaching in technology sales and marketing. He has no relationship with any of the authors or publishers listed. Provided simply as a service for students and technology marketeers worldwide.