'Kellogg on Branding' - This is comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It focuses on the latest thinking on key branding concepts, including brand positioning and design, strategies for launching new brands, and leveraging existing brands.
Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years. Now, he turns the heat on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned dollars.
"Delivering Happiness: A Path To Profits, Passion, And Purpose" Business Plus Zappos CEO Tony Hsieh's "Delivering Happiness" — which has become a brand unto itself — is remarkable for the way it marries airy startup visions with pragmatic business knowhow. Read more: http://www.businessinsider.com/best-business-books-by-ceos-2014-8?op=1#ixzz3EyZEHO33