The Fortune Cookie Principle
The 20 Keys to a Great Brand Story and Why Your Business needs One

I don't have a beef with this book really. I just feel like the writing doesn't go into why companies work enough to make it believable. I feel bad for saying that but its just how I feel. It's a little like looking at a busy Nando's and saying, they're busy because of some arbitrary fact. Like perh......more

Most companies fall into the trap of thinking that the product they are selling is confined to the physical aspect of the goods while it is the experience, lifestyle, or in other words the core value you are providing the market with that makes your customers tick......more

An important book that looks at 'new marketing' at a time when people are easier to reach, but much harder to engage. Bernadette expands on the concept of 'real marketing' which needs to be built into what we do and why we do it to create a deeper impact, and leave a lasting impression that's 'as po......more

Required reading for marketers With a fluid, rapid style, and relevant case studies, Jiwa makes her case convincingly. If I were still teaching, this would be required reading for my students.......more