Expert Marketeer Q2 2012 by Expert Marketeer

EXPERT ARKETEER EXPERTMMARKETEER Quarterly Magazine of Expert Marketeer - Q2 - 2012 - www.expertmarketeer.com

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CONTENT

INTRO

YOUNG TALENT PROGRAMME 4. “Tell the Truth”’ Honesty Is your Most Powerful Marketing Tool

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4. ‘StoryBranding’ Creating Stand-Out Brands Through the Power of Story 5. ‘Go Mobile’ Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns... 5. ‘The Social Media MBA’ Your Competitive Edge in Social Media Strategy Development and Delivery 5. ‘Good Products, Bad Products’ Essential Elements to Achieving Superior Quality 6

PROFESSIONAL PROGRAMME 6. ‘Brand Together’ How Co-Creation Generates Innovation and Re-energizes Brands

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7. ‘Uprising’ How to Build a Brand--and Change the World--By Sparking Cultural Movements 7. ‘The Olympic Games Effect’ The Value of Sports Marketing in Creating Successful Brands 8. ‘How 30 Great Ads Were Made’ From Idea to Campaign 8. ‘Shopper Marketing’ How to Increase Purchase Decisions at the Point of Sale 9. ‘Just Start’ Take Action, Embrace Uncertainty, Create the Future 10

EXECUTIVE PROGRAMME 10. ‘What Matters Now’ How to Win in a World of Relentless Change, Ferocious Competition, ...

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11. ‘Marketing Semiotics’ Signs, Strategies, and Brand Value 11. ‘Breakthrough Food Product Innovation’ Through Emotions Research 12. ‘Proactive Companies’ How to Anticipate Market Changes 12. ‘Repeatability’ Build Enduring Businesses for a World of Constant Change 13. ‘Myth, Magic & Marketing’ How to Heal Humanity and the Planet by Changing the Way We Sell 14

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INTRO

Dear Marketer, welcome to this issue of the Expert Marketeer Magazine, the quarterly Magazine for the members of Expert Marketeer. We wish you inspiring reading and welcome your book choice before April 30th. Unless, of course, you accept our Advisory Board’s default choice for your programme. Thanks for your interest and for the members of Stichting Marketing: looking forward to welcome you as a new member. Ward Vandorpe Director Brand & Soul, Belgium & UK Director Expert Marketeer

“Business moves so fast today that you need to keep constantly re-evaluating what to keep and what to completely re-invent. Keeping track of how others are thinking won’t make these decisions for you - but at least it will provoke & challenge your point of view. Welcome.

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Andy Weston-Webb Former President Snackfood Europe at Mars, UK Advisor Expert Marketeer

Expert Marketeer is founded to provide an easy way for marketers to keep up to date with current theories, practices, and evolutionary communication techniques which are breaking ground as we speak. It is the mission of Expert Marketeer to inspire marketers to evolve with our changing world through knowledge that comes from the written word Welcome.. Marc Van de Perre Managing Partner Interface Marketing, President Stichting Marketing, Belgium Advisor Expert Marketeer

“Reading the latest marketing books is like having a conversation with the profession’s best minds. Being part of that conversation is essential, if you want to sharpen your thinking and improve your practice.” Welcome. Ezri Carlebach Director of Communications and Research for Lifelong Learning, UK Advisor Expert Marketeer

Expert Marketeer integrates the advantages of a book club and a book discussion club in a unique knowledge platform for professional marketers worldwide. As a member you will not only receive quarterly a professional marketing book, you will also join the member-exclusive Forum of Expert Marketeer where you will participate in discussions with like minded marketers, Expert Marketeer’s Senior Advisory Board and the renowned authors of the respective books. Welcome. Marc Michils CEO Saatchi & Saatchi Brussels, Belgium Advisor Expert Marketeer

“A passionate marketing professional needs constant stimulation to accomplish his own success stories. Reading provides a great access to insights, thought processes and business cases that can be inspiring to generate your own next competitive advantage.” Welcome. Bernard Kreilmann President & CEO of Ferrero USA Inc., USA Advisor Expert Marketeer Interested? Read on and enjoy this Magazine. The back cover tells you how to join. Welcome. Belen Ordas Managing Director Pepper Consulting, Belgium Advisor Expert Marketeer

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Y O U N G TA L E N T

YOUNG TALENT PROGRAMME Designed primarily for young graduates and start-out marketing professionals who want to explore marketing in more detail. There’s an emphasis on the practical marketing approaches which advances you past the theoretical marketing books promoted in college or university courses. Content of the Young Talent Programme • 4 practical marketing books a year. • 4 Magazines - one every quarter to make your personal book selection from the offer in the Young Talent Programme. • Forum access to the Young Talent Programme to discuss content of books with likewise marketers worldwide.

Tell the Truth Honesty Is your Most Powerful Marketing Tool

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Jonathan Baskin, Sue Unerman 256 pages April 2012 Truth in advertising has long been something to ignore, or at least downplay. The role of advertising has been to position and manipulate brands to convince consumers that they’re imbued with qualities they don’t necessarily possess, or presume to tell them which ones matter. It worked when the brand’s voice was the only voice, but with the rise of social media that era is over. Marketers have focused their messages on entertainment, creating funny or engaging campaigns that win awards but don’t always sell products. Consumers determine what’s true, and smart companies have realized that every communications medium can and will be used to contribute to those conclusions. In Tell the Truth, Jonathan Salem Baskin and Sue Unerman look at the content and context of marketing communications. They provide the research of hundreds of companies and in-depth case studies on more than 50 global brands to show us that truthful brands deliver sales, profits, and sustainable relationships. Truth yields true competitive advantage. Jonathan Salem Baskin leads Baskin Associates, Inc., a marketing decisions consultancy. He writes the award-winning blog, Dim Bulb, a daily post about 2,000 years of social behavior do’s and don’ts at Today in the Histories of Social Media, and is a regular columnist on CMO leadership for Advertising Age. Sue Unerman is Chief Strategy Officer of MediaCom. Amid the changing media landscape, she delivers a strategic edge in communications and strategic planning for clients, thereby ensuring MediaCom UK is a step ahead of the competition.

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StoryBranding Creating Stand-Out Brands Through the Power of Story Jim Signorelli 228 pages March 2012 This title reinvents the branding process with new analytical tools based on the time-tested skills of the storyteller. In five clear steps, Jim Signorelli shows marketers how to develop brand-planning documents that have much more punch than traditional creative briefs. Signorelli includes sample “I AM Statements” and “Story Briefs” that dramatically illustrate the benefits of using storytelling to establish brands. The author takes a brand-first approach to market analysis, encouraging marketers to understand the truth behind their brands before they begin deep analysis of the prospect. Entertaining illustrations add impact to the author’s message, and case studies show how his strategies have boosted brands in a real-world context. With decades of experience in all phases of advertising and marketing, he has helped hundreds of clients create successful brands. After earning a number of awards as a copywriter, Jim Signorelli began a client management career that saw him working on accounts ranging from high tech to fast food, on both coasts and in the Midwest. He has served as senior VP at Ayer, the first advertising agency in the U.S., as well as senior VP at W.B.Doner and Lois/EJL. Using his vast experience and solid client relationships, he founded ESW Partners ten years ago, with three people.

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Go Mobile Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns... Jeanne Hopkins, Jamie Turner 256 pages February 2012 According to the Mobile Marketing Association, more people in the world own a mobile device than own a toothbrush. Morgan Stanley reports that the adoption of the iPhone happened at a rate 11 times faster than the adoption of AOL. And after 2013, the number one way people will access the Internet is via their smartphones Go Mobile is packed with tools, tips, and techniques that will help readers set–up, launch, run, and measure mobile media campaigns. This book will help readers understand the different mobile media platforms, learn how to use SMS for business, incorporate 2D and QR Codes into their campaigns, develop mobile websites and mobile apps, see case studies, and much more. Jeanne Hopkins is the Vice President of Marketing at HubSpot, generating over 45,000 new leads each month and leading the company in new mobile initiatives. She helped push HubSpot to become mobile-enabled and writes blog posts for HubSpot’s mobile blog, which 11.3 percent of readers now access through their smartphones. Jamie Turner is an author, speaker, and the founder of BKV’s 60 Second Marketer, an online magazine that provides tools, tips, and tutorials for marketers around the globe.

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The Social Media MBA Your Competitive Edge in Social Media Strategy Development and Delivery Christer Holloman 276 pages January 2012 Whatever continent, industry, company size, current degree of social media adoption or your job title, the purpose of this book is to inspire you to see how you can raise the bar further to reap new rewards. It will give you the tools to make a difference to your organisation’s social media strategy development and delivery going forward. In The Social Media MBA editor Christer Holloman has crowd sourced 15 thought leaders from 4 continents to offer an exceptional educational programme written for experienced social media professionals just like you. Holloman is frequently hired as a strategic consultant and inspirational speaker by organizations that want to grow existing, or explore new, business opportunities online. His background is 15 years experience as a serial entrepreneur and intrapreneur; advising, starting, funding, developing and selling B2C and B2B companies as well as launching new products and services within existing businesses in both North America and Europe.

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Good Products, Bad Products Essential Elements to Achieving Superior Quality James Adams 272 pages January 2012 In this provocative new book, bestselling author James L. Adams provides a brilliant, in-depth look at the powerful but elusive qualities that can make or break a product’s success. A must-read for managers, designers, manufacturers, engineers, and marketers, this groundbreaking approach will change the way you think about your product’and show you why it’s more important than ever to deliver the highest quality possible. With competition growing stronger and fiercer every year, product quality has become the number-one factor in a company’s success. Adams points out that there will always be a stable demand for a high-quality product. James L. Adams is professor emeritus at Stanford University, where he chaired several programs, taught courses on design and creativity, and participated in many executive programs. Trained as an engineer and artist, he has conducted corporate workshops around the world and has written the bestselling guide to creativity and innovation, Conceptual Blockbusting.

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PROFESSIONAL PROGRAMME Designed for all professional marketers with a solid experience, working in an agency (advertising, research, design, PR, media, consultancy,...) or in-house (all industry sectors) with responsibilities covering any or all aspects of marketing. Content of the Professional Programme • 4 strategic marketing books a year. • 2 professional career development book a year (recommended by our Advisory Board) • 4 Magazines - one every quarter to make your personal book selection from the offer in the Professional Programme. • Forum access to the Professional and the Young Talent Programme to discuss content of books with professional marketers worldwide with active involvement of our Senior Advisory Board.

Brand Together How Co-Creation Generates Innovation and Re-energizes Brands

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Nicholas Ind, Clare Fuller, Charles Trevail 184 pages March 2012

Brand Together highlights the potential in co-creation to use customer and client input and feedback to develop and encourage buyer engagement, with a view to building sales, developing brand strategy and retaining customers. Any business that wants to continue growing has to consider new ways of developing and engaging with customers and clients. Innovation and co-creation have emerged as the key topics in the post-recession business environment.

“Any business that wants to continue growing has to consider new ways of developing and engaging with customers and clients

Brand Together will show you how to involve all stakeholders in the process of creativity - providing inspiration on how to revitalize brands and enable them to succeed in the new world of customer engagement and participation. It will show you how to truly intertwine innovation with brand strategy, whilst providing guidance on how to co-create with customers from a brand perspective. Drawing on case studies including Barclays, Mozilla, [yellow tail], Kraft Foods, Virgin Media and Danone. Brand Together will provide valuable insights for marketing and branding professionals and for anyone who wants to grow their business and their brand.

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Based on interviews with 20 managers from around the world and insights from 236 members of a unique online community created specifically for this book, Brand Together is an example of co-creation itself.

Nicholas Ind is an established author, consultant and academic. He writes for business journals (including Brand Management, Strategy and Business), teaches at the Oslo School of Management (on Branding and Innovation) and is a visiting professor at ESADE in Barcelona and napier University, Edinburgh. He is also the author of Living the Brand (published by Kogan Page), and he developed this book with Charles Trevail and Clare Fuller from Promise - a London/ New York-based consultancy who are the world’s leading co-creation company. Clare Fuller is currently a member of the team at Promise - a London/New York-based consultancy who are the world’s leading co-creation company. Their impressive client list includes Ernst & Young, ITV, McDonald’s New Labour, Dubai government, Visa Europe, AstraZeneca, Hilton and Barclays. Charles Trevail is CEO at Promise and has been a leader in the consulting world for the past 20 years. Founded in 2003, Promise has become a leading consultancy helping brands grow through brand management and innovation. Charles has advised a number of organizations internationally including British Airways, BMW, Volkswagon Group, McDonalds, Etihad, Hilton, Telefonica and Visa, as well as advising a number of national governments, political leaders and their parties.

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Uprising How to Build a Brand--and Change the World--By Sparking Cultural Movements Scott Goodson 256 pages March 2012 Movement marketing is changing the world. It’s the new way forward for anyone trying to win customers’ loyalty, influence public opinion, and even change the world. In Uprising, Scott Goodson, founder and CEO of StrawberryFrog, the world’s first cultural movement agency, shows how your idea or organization can successfully ride this wave of cultural movements to authentically connect to the lives and passions of people everywhere. We are in the midst of a profound cultural transformation in which technology is making it easier than ever for anyone to share ideas, goals, and interests. Working with companies and brands ranging from SmartCar to Pampers to Jim Beam to India’s Mahindra Group, StrawberryFrog and Goodson have led a paradigm focal shift away from one-on-one selling to sharing. Using client case studies and contributions from a global team of movement marketing forerunners—among them, political guru Mark McKinnon; Lee Clow, creative chief at TBWA/Chiat/Day; Apple evangelist Guy Kawasaki; and Marty Cooke, who helped make yellow LIVESTRONG bracelets synonymous with the fight against cancer—Goodson details why and how individuals and companies are embracing the movement phenomenon. He then applies these insights to practical steps that you can take right now to reach people through what matters most to them Scott Goodson is the founder of the pacesetting global marketing/advertising agency, StrawberryFrog. He has built some of the world’s most iconic brands, lectured at Cambridge University, Columbia Business School, and addressed marketing and communications conferences around the world.

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The Olympic Games Effect The Value of Sports Marketing in Creating Successful Brands John A. Davis 416 pages February 2012 Essential reading in preparation for the 2012 London Olympics, The Olympic Games Effect offers fascinating sports marketing and branding insights into the promotion of the Games themselves, and their unique attraction for corporations in particular. The important lessons of past Olympics will be used to show a hundred year–plus tradition based on a several thousand year old testament to the love of sports and competition, revealing how, in recent years, this has evolved into a seductively attractive vehicle for a wide range of audiences, from consumers to corporations. • Loaded with historical information on the Olympics, the book traces the history of the Olympics back to 776 BC. This legacy is vital to the ongoing success of the Olympics, and is at the heart of why brands care so much • Packed with illustrations that illustrate how the Games have become arguably the world s most successful sports event and the marketing opportunities this has led to • Includes relevant business strategies and recommendations to help companies understand how to make more effective sports sponsorship decisions The Olympic Games Effect shows the value contributed by sponsoring the world s premier sporting event, and explains how, by extension, other global sports events have the potential to generate similarly impressive results for their sponsors. The Olympic Games offer a global stage that reaches one of the largest audiences of any event in the world. With The Olympic Games Effect, you ll discover how to leverage this unique opportunity to create a long–lasting impression that will positively impact your brand—from both an image and an economic standpoint. John A. Davis is the author of several acclaimed marketing books: The Olympic Games Effect; Competitive Success; Measuring Marketing; Magic Numbers for Sales Management; and Magic Numbers for Consumer Marketing. He is a member of the marketing faculty at the Lundquist College of Business, University of Oregon. John regularly consults with leading global companies and is a sought–after conference speaker. He has founded two award–winning companies and has led marketing teams at Nike, Informix, and Transamerica.

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How 30 Great Ads Were Made From Idea to Campaign Eliza Williams 224 pages February 2012 This book takes readers behind the scenes in the world of advertising, showcasing 30 phenomenally successful campaigns from the last decade. Fascinating not only for industry professionals but for anyone with an interest in how ads are made. Technical information on how the ads were developed is accompanied by anecdotes from the creatives, directors and clients, with accounts of how the ads were made and the problems encountered along the way.

Each campaign is illustrated with imagery showing the stages it went through in development including sketches and early ideas that may have been abandoned, storyboards, animatics and photos from shoots, as well as shots of the final ads. In addition to offering an insight into the working practices within advertising, the book also demonstrates how the industry is currently experiencing a period of rapid change, and shows the different skills that are now required to work in advertising.

“Fascinating not only for industry professionals but for anyone with an interest in how ads are made

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Eliza Williams is currently senior writer at Creative Review magazine in London, and also regularly contributes to magazines including Frieze, Art Monthly and Flash Art. She is the author of This is Advertising.

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Shopper Marketing How to Increase Purchase Decisions at the Point of Sale Markus Stahlberg, Ville Maila 296 pages February 2012 The aim of shopper marketing is to convert browsing shoppers into active purchasers at the point of sale. Although a relatively new area of marketing, it has attracted increased investment year on year - and according to surveys is growing even faster than internet advertising. Edited by two highly respected practitioners, Shopper Marketing demonstrates how marketers can influence the buying decision instore, including practical advice on shopper needs and trends, retail environments, effective packaging and much more. The second edition has been fully updated and revised, with new material on shopper marketing in the international context and a new foreword by marketing guru Philip Kotler.

“Shopper Marketing demonstrates how marketers can influence the buying decision in-store

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Written by more than 35 experts from around the globe, Shopper Marketing shows the most effective ways of converting shoppers into buyers at the point of purchase. Edited by Markus Stahlberg, CEO and Ville Maila, Planning Director, Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe and is the global leader in package promotions with more than 40 offices in over 40 countries.

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Just Start Take Action, Embrace Uncertainty, Create the Future

Leonard A. Schlesinger, Charles F. Kiefer, Paul B. Brown 224 pages March 2012

BONUS BOOK FOR FREE IN THE PROFESSIONAL PROGRAMME In the Professional programme, twice a year our professional members will receive a selfdevelopment book to build their marketing/management career. A personal branding moment for the ambitious marketer.

In a world where you can no longer plan or predict your way to success, how can you achieve your most important goals? It’s a daunting question. But in today’s environment, where change is the only constant, it’s a question everyone must answer. This is true whether you are an innovator or an entrepreneur, a manager or a newly minted graduate. The first step, say the authors of this book, is this: “Just start.” In other words, take action now and learn as you go. Written by a trio of seasoned business leaders, “Just Start” combines fascinating research with proven practices to deliver a reliable method for helping you advance toward your goals-despite the uncertainty that is all too common today. Babson College President Leonard Schlesinger, organizational learning expert Charles Kiefer, and veteran journalist Paul B. Brown share their own deep and varied experiences and draw from a source where striving amid constant uncertainty actually works: the world of serial entrepreneurship. In this world, people don’t just think differentlythey act differently, as well. Using this novel approach, “Just Start” will help you: 1) Determine the best strategy and tactics when the future is uncertain, 2) Minimize financial risk in every decision you make, 3) Attract like-minded people to what you want to do (and learn why this is important), and 4) Understand why “Act. Learn. Build (so you can) Act again” is the best course of action when facing the unknown. So throw out your forecasting tools and shrug off that nagging frustration that comes with constant uncertainty. Just Start distills for you the very essence of what makes people successful in today’s volatile environment. This book is your guide to achieving your goals--whether your project is professional or personal, or somewhere in between.

“combines fascinating research with proven practices to deliver a reliable method for helping you advance toward your goals-despite the uncertainty that is all too common today

”

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EXEC UTIVE

EXECUTIVE PROGRAMME The Executive Programme is designed for top level marketers in senior management roles such as CEO, President, Vice President or Director. Expert Marketeer Executive will cover general management topics but always with an ephasis/inclination to marketing. Content of the Executive Programme • 4 marketing management books a year. • 4 philosophical business books a year (recommended by our Advisory Board) • 4 Magazines - one every quarter to make your personal book selection from the offer in the Executive Programme. • Forum access to the Executive, Professional and Young Talent Programme to discuss content of books with senior managers worldwide, involvement of our Senior Advisory Board and participation of the respective book authors.

What Matters Now How to Win in a World of Relentless Change, Ferocious Competition, and Unstoppable Innovation

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Gary Hamel 304 pages February 2012 This is not a book about one thing. It s not a 250–page dissertation on leadership, teams or motivation. Instead, it s an agenda for building organizations that can flourish in a world of diminished hopes, relentless change and ferocious competition. This is not a book about doing better. It s not a manual for people who want to tinker at the margins. Instead, it s an impassioned plea to reinvent management as we know it—to rethink the fundamental assumptions we have about capitalism, organizational life, and the meaning of work. Leaders today confront a world where the unprecedented is the norm. Wherever one looks, one sees the exceptional and the extraordinary: • Business newspapers decrying the state of capitalism. • Once–innovative companies struggling to save off senescence. • Next gen employees shunning blue chips for social start–ups. • Corporate miscreants getting pilloried in the blogosphere. • Entry barriers tumbling in what were once oligopolistic strongholds. • Hundred year–old business models being rendered irrelevant overnight. • Newbie organizations crowdsourcing their most creative work. • National governments lurching towards bankruptcy. • Investors angrily confronting greedy CEOs and complacent boards. • Newly omnipotent customers eagerly wielding their power. • Social media dramatically transforming the way human beings connect, learn and collaborate. Obviously, there are lots of things that matter now. But in a world of fractured certainties and battered trust, some things matter more than others. While the challenges facing organizations are limitless; leadership bandwidth isn t. That s why you have to be clear about what really matters now. What are the fundamental, make–or–break issues that will determine whether your organization thrives or dives in the years ahead? Hamel identifies five issues are that are paramount: values, innovation, adaptability, passion and ideology. In doing so he presents an essential agenda for leaders everywhere who are eager to...

“Hamel indentifies five issues that are paramount: values, innovation, adaptability, passion and ideology

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Noted business thinker and strategist Gary Hamel has been on the faculty of the London Business School for nearly thirty years. He is the founder of the California–based think–tank The Management Lab. His most recent initiative is The Management Innovation eXchange (www.managementexchange.com), a pioneering effort aimed at reinventing management by harnessing the power of open innovation. Hamel is the author of five books and numerous articles for the Harvard Business Review as well as the Wall Street Journal, Fortune, and the Financial Times. He consults widely and has led change initiatives in some of the world s most prominent companies.

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Marketing Semiotics Signs, Strategies, and Brand Value Laura R. Oswald 232 pages February 2012 Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to ‘brand equity’, the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm’s financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics. The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world. The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Laura R. Oswald, Associate Professor of Advertising, University of Illinois at Urbana-Champaign, and Director, Marketing Semiotics Inc. She is founder and director of Marketing Semiotics Inc. Dr Oswald is an expert in the areas of brand strategy, consumer research, and semiotics - a social science discipline that examines brands and advertising in the framework of cultural signs and meanings. She conducts consumer studies in a variety of formats, including focus groups, in-depth interviews, and on-site ethnographies in North America, Europe, Singapore, and the People’s Republic of China.

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Breakthrough Food Product Innovation Through Emotions Research

David Lundahl 256 pages January 2012 Brand owners are in crisis. Consumer trust is at an all time low. Over 95% of all consumer product launches in the packaged goods sector fail to achieve their goals for success. This book gives a clear answer to why success rates are so low in the consumer packaged good industry and lays out a roadmap for product innovation - to make ideas successful. This book will inspire the reader to make a paradigm shift in how they approach product innovation - to be driven by the science of consumer behavior. The basic premise for this book is that emotions are at the root of all consumer motivations. Therefore, an innovation process focused on identifying how to turn up or down emotions that drive behavior will lead to product success. The applications of this process will be presented with several product success stories that show that understanding consumer behavior leads to deeper emotive connectivity, a broader playing field for differentiation, and speed to market. Using case studies and real-world examples of product launch successes and failures, Breakthrough Food Product Innovation is a must-read for those involved in product development, consumer research, and marketing. David Lundahl is an expert in applying consumer and marketing research to product innovation and development; bridging the gap between brand and consumer through a behavior-driven approach to innovation. Trained as a statistician and food scientist, Lundahl is known for his statistical applications to product development. Yet, his passion for product development has led him down a unique path – providing innovation teams a diverse set of disciplines, from innovation process management to marketing research and behavior psychology.

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Proactive Companies How to Anticipate Market Changes Leonardo Araújo, Rogério Gava 256 pages February 2012 Why do some companies succeed better than others? It is well known that there are many variables such which may impact a company’s performance. The authors present their new model for Market Proactiveness which shows organizations how to anticipate change and respond to it before they are forced to do so, and improve their overall performance. Explores what companies must do to be successful in these uncertain times when it is simply not enough to react quickly to changes in the market, but imperative to be prepared for challenges ahead

“Explores what companies must do to be successful in these uncertain times

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Leonardo Araujo Professor of Marketing at Fundação Dom Cabral (FDC), teaching both MBA programs but also short courses for executives of large national and multinational companies. He was Manager of Marketing at the FDC from 2003 to 2005 and is a member of the FDC Innovation Centre. Rogerio Gaca Professor and consultant in marketing and strategy at FDC as well as a Visiting Professor teaching strategic marketing programs at the Federal University of Rio Grande do Sul (UFRGS), coordinator of the administration of the Centre for Higher Education Ragamuffin (CESFRS) and Director of Gava & Gava Integrated Business Consulting, since 1998, providing training and consulting in the areas of marketing, strategy and finance.

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Repeatability Build Enduring Businesses for a World of Constant Change Chris Zook, James Allen 288 pages March 2012 Is radical reinvention the key to winning in today’s fast-paced world? Not judging by the results of some of the world’s best-performing companies. In “Repeatability,” Chris Zook and James Allen--leaders of Bain & Company’s influential Strategy practice--warn that complexity is a silent killer of profitable growth. Successful companies endure by maintaining simplicity at their core. They don’t stray from, or regularly discard, their business model in pursuit of radical renovation. Instead, they build a “repeatable business model” that produces continuous improvement and allows them to rapidly adapt to change without succumbing to complexity. Based on a multiyear study of more than two hundred companies, the book stresses the value of repeatability in business, showing how the “big idea” today is really made up of a series of successful smaller ideas driven by a simple and repeatable business model. Zook and Allen show how some of the world’s best-known firms combine a core differentiation model with speed, adaptability, and simplicity to land them at the top for long periods of time. These firms include: Apple, Danaher, DaVita, IKEA, Nike, Olam, Tetra Pak, Vanguard, and others. CEOs, senior executives, managers, and investors all need to read this book. It’s the new blueprint for reaching the top--and staying there. Chris Zook is a partner at Bain & Company and co-head of Bain’s Strategy practice, where his work focuses on helping companies find their next wave of profitable growth. He is the author of the best-selling business books, Profit from the Core, Beyond the Core, and Unstoppable. James Allen is a partner in Bain & Company’s London office and co-head of Bain’s Global Strategy Practice. He is co-author of Profit from the Core and is a frequent speaker at the World Economic Forum and other conferences.

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Myth, Magic & Marketing How to Heal Humanity and the Planet by Changing the Wayy We Sell

Walt Kuenstler 150 pages February 2012

BONUS BOOK FOR FREE IN THE EXECUTIVE UTIVE PROGRAMME In the Executive programme, every quarter we want to surprise our members with a philosophical view upon business and life. A point of reflection for the highly experienced business leader.

Myth, Magic & Marketing: An Irreverent History Of Branding From The Acropolis to the Apple Store, explores how modern brand gods such as Nike and Apple create fanatical devotion in their customers by appealing the the desire for magical solutions to life’s problems. Learn how marketing principles we take for granted actually first appeared at the dawn of mankind. With a wink, marketing veteran Kuenstler even suggests that branding actually made civilization itself possible. Ancient myths tell us that there are gods and spirits who can grant any wish we have. All you have to do is say the right prayer, or offer the right sacrifice, and your dreams will come true. Those long-ago gods now live inside today’s top brands. Venus, the goddess of love, now whispers Victoria’s Secret in our ear. Dionysus, the god of wine, now lifts his glass and says “This Bud’s for you.” Consumer behavior is governed by timeless archetypal patterns. While language and symbols evolve, the meanings and motivations behind the language remain constant. And shoppers become eager converts to whatever product offers the most enticing brand gospel. While science may have replaced the supernatural in our public conversation, ancient cravings for heavenly solutions still heat our blood-and our VISA cards. Even common advertising vocabulary carries its own myth and magic. For example, the word “logo” seems simple enough. Until you discover that it comes from a much, much older term, “Logos” that literally means “the word of god that brings order to the universe.” Which may explain why those logos for Nike and Coca Cola can carry so much power in the market and are universally recognized around the globe.

“Even common advertising vocabulary carries its own myth and magic

”

You’ll meet early advertising pioneers such as Bruce Barton, who took on Jesus Christ as his client, and discover how John Wanamaker wrote used fairy tales to build a retailing empire. Drawing upon luminaries including Carl Jung, Camille Paglia, Roy Rogers, Plato and Kierkegaard, Myth, Magic & Marketing is required reading for everyone in management and marketing.

Walt Kuenstler’s classical marketing training began on Madison Avenue, with companies like McCann-Erickson, The New York Times, Playboy, and Ziff-Davis. When the Internet was young, he helped Glaxo/Smith-Kline, UBS Paine Weber and Comcast to develop some of their first Internet programs. Recently, Walt developed a teaching and training method dubbed B-ESL™ (Business English as A Second Language) aimed at closing the gap in global business communications. He is particularly active in China, working with native Chinese language speakers at organizations such as CITIC Securities International Partners and Shanghai’s Xiao Nan Guo restaurant group.

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Expert Marketeer Expert Marketeer is a marketing book club and online discussion forum for people in the marketing profession. Each quarter members choose from a selection of books about marketing. All books are carefully selected from the worldwide offer to ensure that they enhance the reader’s understanding and expertise in different specific marketing disciplines during the time of a membership. Members automatically join the online discussion forum hosted at www.expertmarketeer.com which is moderated by a member of Expert Marketeer’s Advisory Board. This advisory Board comprises senior marketing executives from across the world. The discussion forum allows members to share their views and interpretations of the book’s content and discover ways to put new learning into practice. Membership of Expert Marketeer is available at three levels, all of which provide a quarterly reading and discussion programme: •Expert Marketeer Young Talent, for young graduates and those starting out in their careers in marketing •Expert Marketeer Professional, aimed at people with solid agency, client-side or consultancy experience to • Expert Marketeer Executive, for top level marketers, primarily covering general management topics with a marketing bias.

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