Welcome, Back!
2008 has already been an exciting year, having left my ‘comfy job’ at my beloved alma mater, UC Berkeley, to join SimpsonScarborough as Vice President of Marketing and Branding. But what I did not realize is how much of a fond return this would be to the kind of brand and marketing strategy work that I experienced and loved when I worked for Prophet Brand Strategy back in 2000 before the www.com bust. And while I have found myself pleasantly back at ‘home’ with SimpsonScarborough among fellow brand strategists doing exceptional analytical work for interesting clients with exciting opportunities, I quickly realized that I needed to refresh myself of the core fundamentals of strategic marketing and branding. I mention this as my first blog entry, since I think it behooves us all to not only purchase and digest the newest marketing/branding books on the shelves to help advance our knowledge, but I have found it remarkably insightful to also revisit some of my favorite books that have been collecting dust on my bookshelf. Besides, hopefully you’ll find your old highlights and margin notes, as I did, to help you skim along making them an even quicker read!
So as a starting point I’d like to share my two favorite ‘re-reads’, to hopefully stir up some input and discussion around other ‘classic’ marketing and branding books out there, and how what you re-learn from re-reading them now applies (possibly in a whole new manner) to higher education.
I highly recommend the following two ‘classic’ marketing/branding books: ‘22 Immutable Laws of Marketing’ by Al Ries and Jack Trout, and ‘Building Strong Brands’ by David A. Aaker. Both of these books are quick (esp. with previous highlights!), fun and extremely insightful reads, and will enthusiastically welcome you, back, to strategic marketing and branding!
Oh yeah, and read carefully for the higher education example that Ries and Trout provide displaying the power of being first in your customer’s mind!