2007 Brand Autopsy Marketing Book Awards
2007 is no different. Below are the recipients of the Brand Autopsy 2007 Marketing Book Awards.
Business Lexicon Obfuscation Accolade
*** THE STRATEGY PARADOX *** (Michael Raynor)
After reading page 16, I gave up on this book. I couldn’t understand the basic principles behind the book because Raynor’s reliance on using business speak gobbly-gook greatly hindered my ability understand. Academic-types might be all over this book but I, a simple-minded marketing-type, didn’t have the patience to decipher the business hieroglyphics from Raynor. Maybe you’ll fare better.
Best Marketing Advice Book
*** NO WINNER *** (empty)
Sorry y’all — no winner in this category. I searched through all my marketing-related books from 2007 and couldn’t find THE ONE that truly kicked-ass in helping me generate new marketing ideas. If you’ve read a marketing book published in 2007 that unleashed a stream of ideas within you, share that book with us in the comments section.
Surprise Book of the Year
*** WHAT WERE THEY THINKING *** (Jeffrey Pfeffer)
Jeffrey Pfeffer is an academic that doesn’t get caught up in the “Raynor Way” of using highly-flatulent words to get his message across. WHAT WERE THEY THINKING is a fast-paced, easy-to-understand book that’s laced with knowledge nuggets from a broad spectrum of business angles. Each chapter is an extended remix version of Pfeffer’s articles from Business 2.0 magazine. I’m a much smarter business thinker and doer because of this book. Click here to read some choice knowledge nuggets from the Brand Autopsy “Surprise Business Book of 2007."
Best Business Book That is Not a Book
*** THE SECRETS OF MARKET-DRIVEN LEADERS *** (Stull, Myers, Scott)
I've tired of slogging though 260-page business books hoping that somewhere within the far too repetitive pages I’ll find a few money quotes. I continue to believe most business books can be slimmed down to a svelte 25-pages without losing much. THE SECRETS OF MARKET-DRIVEN LEADERS is a super-slim 16-page manifesto that delivers more money quotes than most lengthy business books.
In this must-read manifesto, Craig Stull, Phil Myers, and David Meerman Scott share practical advice on how businesses can be more successful by being market-driven rather than being just customer-driven, competitor-driven, or sales-driven.
The Philip Kotler Vanguard Lifetime Achievement Award
*** SETH GODIN ***
Seth Godin is the author of nine international bestsellers, most recently the New York Times bestseller THE DIP. His other books include PERMISSION MARKETING, UNLEASHING THE IDEA VIRUS, PURPLE COW, FREE PRIZE INSIDE!, ALL MARKETERS ARE LIARS, and SMALL IS THE NEW BIG. He is also the founder and CEO of Squidoo and the most popular marketing blogger in the world.
That’s his short bio from the sleeve of his to-be-published book, MEATBALL SUNDAE. But I understand Seth Godin to be the author who has most influenced my worldview of marketing. It’s my pleasure to award Seth Godin with the 2007 Philip Kotler Vanguard Lifetime Achievement Award.
Best Business Strategy Book
*** WAL-SMART *** (Bill Marquard)
Bill Marquard worked deep inside Wal-Mart as a strategic thought-leader. Besides his first-hand Wal-Mart experience, Bill also spent 17 years at Ernst & Young, did a stint as the EVP/Chief Knowledge Officer at Fleming, and served eight-years as an adjunct professor of finance at Northwestern’s Kellogg School of Management. (So, he has some business chops to speak of.)
Bill’s brilliant book, WAL-SMART, sheds new light on Wal-Mart’s business DNA and how companies can profit in the Wal-Mart world we live in. (For a more thorough look inside WAL-SMART, read this post and this post from the Brand Autopsy archives.)
If you are responsible for managing business activities of any retailer or any supplier/distributor, I implore you to read WAL-SMART. It’s chock-full of smart strategy musings which will help you better compete against any big dog dominant company in your competitive set.
Best Marketing Book of the Year
*** MADE TO STICK *** (Chip & Dan Heath)
MADE TO STICK is absolutely the breakthrough business book of 2007 for creatives, marketers, and anyone else responsible for communicating ideas and/or messages. (Anyone else includes writers, teachers, lawyers, salespeople, project managers, pastors, rabbis, etc.)
MADE TO STICK makes actionable the chapter on “Stickiness” from Malcolm Gladwell’s THE TIPPING POINT. The Heath Brothers have dissected the traits for what makes ideas stick and explain it so that we can shape our messages for maximum stickiness. According to the Heath Brothers, Simple Unexpected Concrete Credentialed Emotional Stories stand a better chance of sticking with people than do ideas presented in some willy-nilly, off-the-cuff way. Brilliant book. Get it. Read it. Do it.