Summer is here and with it the holidays and free time. It is time to enjoy the company of those readings that help us to cultivate our creative mind.
If you are one of those professionals who want to continue training even in summer, we bring you a selection of the essential titles for all advertising and marketing lovers.
A timeless classic: ‘This is marketing’ – Seth Godin
Marketing, advertising and sales, with this premise the author helps you to understand what this sector really consists of, breaking with the preconceived idea that associates marketing with manipulation.
With his teachings you will learn to build bonds of trust with your audience, at the same time that he will help you to banish old prejudices of traditional advertising.
Trying to understand the user: ‘Don’t make me think’ – Steve Krug
An essential reading to understand the user, how they behave and what their needs are. Based on the premise of an increasingly connected world, this book has become one of the great marketing references.
It is an agile, fun and very practical read, which should be compulsory reading for all those who work in a web environment.
Communicating effectively: ‘Made to stick’ – Chip Heath and Dan Heath
Communicating an idea in the right way is key for any brand, campaign or marketing profile.
There is always something new to present: an idea, a project, a strategy… in this book Chip and Dan Heath give the necessary keys to make your communication the ideal vehicle to convey your thoughts.
‘Enchantment: The Art of Changing Hearts, Minds, and Actions’ – Guy Kawasaki
Captivation has more power than persuasion and Guy Kawasaki uses this premise to transform situations and human relationships. Eschewing manipulation, he shows us how marketing must be based on other pillars to get the attention of consumers.
In his pages, he reveals to the reader the tactics necessary to prepare and initiate a strategy that will captivate your customers.
Brand review: ‘Lovemarks: the future beyond brands’ by Kevin Roberts
The vision of a leader who seeks to connect with emotions. From this perspective, Kevin Roberts makes a critical analysis of current brands, maintaining the premise that they have become deflated.
Currently, the market is saturated with brands that are not differentiated from each other; love and attraction for each brand is what generates a greater bond. A concept that marketers need to internalise in order to improve the quality of their work.
Beyond brands: ‘No logo’ – Naomi Klein
With a mix of investigative journalism and commercial research, Naomi Klein portrays the darker side of brands, while at the same time explaining the hatred that some of the big brands arouse.
A very interesting read to get a different perspective on how some of the big brands have become so well known.
‘Contagious: Why Things Catch On’ – Johan Berger
If there is one thing that is clear in today’s marketing, it is that we are all looking for virality. How do you get there? Johan Berger talks about how emotion, practical value and history influence the success of a product.
With several success stories, the author exemplifies very well how to create products that spread socially like a virus.
‘Buyology: Truth and Lies About Why We Buy’ – Martin Lindstrom
An entertaining read that offers curious facts about the way we behave in the face of different advertising impacts. With an analysis in which more than 2,000 volunteers participated, Martin Lindstrom offers the clearest conclusions about consumer behaviour.
“La Publicidad Sí Vende” – Pablo Medina y Pilar Buil
This option allows us to browse through the thoughts of 10 of our country’s advertising greats. In their conversations they give answers to the lucubrations of how advertising will be in the coming years and what will be the possible problems that brands and agencies will encounter.