Book Summaries

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.

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.

Crushing It! is a state-of-the-art guide to building your own path to professional and financial success, but it’s not about getting rich. It’s a blueprint for living life on your own terms.

Andy Cunningham details the DNA of three types of companies in the world and presents a step-by-step framework to help you determine your company’s position in the marketing landscape using her DNA-based methodology.

Brian Burkhart brings dozens of real-world examples of companies that have succeeded or failed in establishing and living their core beliefs.

Today’s brands face an apparent choice between two evils: continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where "likes" stand in for transactions and a mass audience is maddeningly elusive. We’ve entered the "Relationship Era," where the only path for businesses seeking long-term success is to create authentic customer relationships. Authors Bob Garfield and Doug Levy show you where these...

The old cliché in business is that smart companies underpromise and overdeliver. But in a crowded marketplace, underpromising is a one-way ticket to oblivion. In Overpromise and Overdeliver, Rick Barrera shows that today's most successful companies master Touchpoint Branding — the art of making sure that every point of contact between a company and its customers is well executed and fulfills an over-the-top brand promise.

The number of high-performance, value-creating brands is diminishing across the board. Yet at the same time, the financial markets keep raising brand valuations. The result: a brand bubble that could erase large portions of corporate intangible value and send another shockwave through the global economy.