Rudder: Strategic Brand Clarity

The Single Driving Force Behind Successful Companies

by David M. Flanagan

Why this is on my list.

Brand is talked about in a lot of ways in a lot of different places, and often, the strategic aspect is overlooked for the more fun, creative, or even buzzword-y applications of the term. I've grown my own understanding of what brand strategy, and alignment for that matter, are and why they are important, but I'm always looking to absorb others' perspectives, ideas, and framing of this concept. David M. Flanagan nails the fundamentals of this, in ways that are straightforward and easy for nearly anyone to understand.

For the most part, his book solidified my own understanding, and in some examples, added to my library of ways to look at the moving parts that make up brand. His book is supported with interesting and applicable examples, always great to apply what you've just learned and strengthen those learning pathways in your brain.

One major takeaway.

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Who I recommend this for.

Those early in their career in brand strategy, or those who don't work in brand but will benefit from a solid understanding of what it is, why it is important, and why alignment can affect actual numbers in your organization. Executives and sales leaders, I'm looking at you.

Good Strategy / Bad Strategy

Good Strategy / Bad Strategy

The Difference and Why It Matters

by Richard Rumelt

Why this is on my list.

As I've grown in my career and my professional development, I've realized that everyone thinks they know what 'strategy' is. It seems to hold an inherent meaning - but unless working groups, client-agency teams, top-down leadership, and every other stakeholder give buy-in to the same definition, we condemn it to staying a buzzword. I discovered this book (probably) through a recommendation in a social media group, and found it to be a great candidate to deepen my understanding of what 'strategy' actually means and to build my ability to be more strategic in the ways I am more strategic.

One major takeaway.

"Working with the brain-helping the rider and the elephant on the same path-is always easier than trying to pull the elephant along."

-Melina Palmer

Who I recommend this for.

I'm not done reading this yet.

What Your Customer Wants and Can't Tell You

What Your Customer Wants and Can't Tell You

Unlocking Consumer Decisions with the Science of Behavior Economics

by Melina Palmer

Why this is on my list.

Author Melina Palmer's podcast, The Brainy Business, has become a favorite of mine as a strategist with a psychology degree. In fact, when I first discovered it, I sent her a message to tell her that she basically put my brain into words. So when I saw this book was being released, it quickly went to the top of my list. Gaining a deeper understanding of why people act the way they do is invaluable, even more so when driven by research and actual examples. Palmer does an intelligent and approachable job of breaking this down and making it applicable and actionable - and will strengthen my approach to projects and clients, where this subconscious behavior comes into play every time.

One major takeaway.

"Working with the brain-helping the rider and the elephant on the same path-is always easier than trying to pull the elephant along."

-Melina Palmer

Who I recommend this for.

Every brand strategist, marketer, advertiser, or anyone else whose work strives to influence buyer behavior in measurably scientific ways. Every salesperson who resists those efforts by their marketing teams to strengthen brands, build trust, and impact revenue by not pushing sales. This group of people will benefit greatly by better understanding that marketing and sales actually complement each other, work together in the same sales journey, and move towards the same end goal.

Understanding Michael Porter

Understanding Michael Porter

The Essential Guide to Competition and Strategy

by Joan Magretta

Why this is on my list.

Michael Porter is the godfather of competitive strategy and the concept of competitive advantage, which has become a pretty common term in marketing nomenclature - many of us have never stopped to think about where this came from. Porter's Five Forces are also explained here, laying the groundwork for market conditions and guiding decision making. I wasn't familiar with these before reading the book, but I've noticed mentions and themes threaded throughout a range of strategy and marketing material I've been taking in lately.

One major takeaway.

"The essence of strategy is choosing what not to do. There's a fundamental distinction between strategy and operational effectiveness. Strategy is about making choices, trade-offs; it's about deliberately choosing to be different."

-Michael Porter

Who I recommend this for.

Anyone who works strategically, or is working to get there, as well as anyone running a business or thinking about starting one. Author Joan Magretta does a great job of breaking down Porter's vast library of insight so that it's fairly easy to take in and understand.

I'll probably read this two or three more times.