The Rogue Marketer: Value Proposition Emotional Concepts

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Value Proposition Emotional Concepts

Brands define their essence in terms of the emotional meaning they would like prospects and customers to associate with the brand. Here is my running list:

Disney - Family Fun

McDonald's - Happiness

General Motors - Patriotism

IBM - Magic you can trust

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Books

Jonah Lehrer: How We Decide
Neuroscience is having a profound effect on marketing thinking. An important book.
Al Ries: War in the Boardroom: Why Left-Brain Management and Right-Brain Marketing Don't See Eye-to-Eye--and What to Do About It
Must read for any marketer that wants to understand how to bridge the gap between right brain marketers and left brain managers.
Gene Bedell: The Millionaire in the Mirror: How to Find Your Passion and Make a Fortune Doing It--Without Quitting Your Day Job
Claude Hopkins: My Life in Advertising and Scientific Advertising (Advertising Age Classics Library)
The first and best book ever written on advertising.
Steve Sanduski: Avalanche: The 9 Principles for Uncovering True Wealth (Modern Parable)
Guide to a better life and focus.
Al Ries: Positioning: The Battle for Your Mind, 20th Anniversary Edition
Best book ever written on the natural laws of competition and branding
David A. Aaker: Building Strong Brands
The bible of brand development.
Ron Carson: Tested in the Trenches: A 9-Step Plan for Building and Sustaining a Million-Dollar Financial Services Practice
Seth Godin: Meatball Sundae: Is Your Marketing out of Sync?
Dan Ariely: Predictably Irrational: The Hidden Forces That Shape Our Decisions

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