Book Summaries

In Getting to Aha!, Darshan Mehta looks at the underlying dynamics of consumers’ decision-making habits and the overarching sociocultural and technological trends that are influencing these today.

You Are the Brand isn’t about cultivating some perfect persona of someone with zero faults. It’s about asking basic questions, discovering your own answers, and building your personal brand around them.

The Hidden Psychology of Social Networks will help you to make more efficient use of your media buys, establish more thoughtful strategies, develop better creative material, and deliver more effective marketing.

Joseph A. Michelli describes how innovative leaders have managed to build a unique brand by inspiring and engaging a community of hospitality entrepreneurs - a feat unparalleled in the shared economy.

Find detailed tactics for confronting the commoditization challenge, embracing the advantages of being a Go-To, discovering what a Go-To brand does differently from other companies, and more.

Brand Currency describes how Amazon has come to dominate the new techonomy and what lessons can be learned for other companies.

In Brand New Name, Jeremy Miller outlines a total process for executing a naming sprint for your brand, while also identifying key naming strategies that separate truly great brand names from instantly forgettable ones.

Brand and culture independently drive business. In Fusion, Denise Lee Yohn shows that when you fuse the two together and create an interdependent and mutually-reinforcing relationship between them, you create even more organizational power.

When every person in every department aligns on what they think, do, and say, and with what the organization thinks, does, and says, you’ll achieve total organizational alignment.