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Aaron Keller, Renée Marino and Dan Wallace
The Physics of Brand
Understand the Forces Behind Brands That Matter
HOW Books, 2016
What's inside?
For new insights and strategies, apply physics to building your brand.
Recommendation
Brand consultants and strategy experts Aaron Wallace, Renée Marino and Dan Wallace – who share some 60 years of experience – infuse their discussion of branding with basic principles from physics. They demonstrate a profound understanding of branding’s realities, and use physics as the governing metaphor for their branding models. The authors explain conventional branding in flashy, upbeat language and entertaining episodes adding up to an intense amount of information. Their anecdotes about marketing campaigns and consumer behavior offer worthwhile practical insights and lots of fun. Amid that fun, they do focus a lot on their own clients as exemplars of branding prowess. The playful cartoon illustrations of the applications of physics in the context of branding are fresh, cute and lively, but not always easy to parse. Helpful “Concluding Memories” end each chapter. getAbstract recommends the authors’ insights, charts and insider war stories to anyone who wants to think a little more deeply about branding, marketing or sales strategy.
Summary
About the Authors
Capsule founding partner Aaron Keller consults on consumers, marketing tactics and brand expansion. Cupitor Consulting founder Renée Marino specializes in the “financial aspects of brands and intangible assets.” Dan Wallace founded Idea Food, a brand strategy consultancy.
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