Even if you are not involved in the advertising industry some of you may have heard about all the rage Kevin Roberts, CEO Worldwide, of Saatchi & Saatchi has gotten for writting a book called lovemarks. It’s the first time to the best of my knowledge that writing a book has won an agency not one but two huge accounts (JC Penny and Wendy’s) without a review! That’s magic at its best.
So I went out and ordered this book to see if I could discover what hidden mysteries lie within which would make me a better business development guru. What I found was one of the most colorful (literally) books I’ve seen in recent years that even my 6 year old could read and enjoy. Frankly I don’t understand what all the rave is, and I really don’t understand what two companies like JC Penny and Wendy’s saw in this book which would make them hand over their account to Mr. Roberts.
Now if you want to read an intellectually stimulating, challenging book that invigorates the mind I would suggest Doug Holt’s book “How Brands Become Icons: The Principles of Cultural Branding.” In his book Doug takes on conventional wisdom on how brands become icons by explaining that it’s about “staking out a provocative and valued position in the national culture” not by highlighting unique features and benefits. Ad agency execs like John Hegarty (Chairman, Bartle Bogle Hegarty) and corporate leaders like Jochim Zeitz (CEO, Puma) give high praises for this book and I agree with them.
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