Branding Unbound: The Future Of Advertising, Sales, And The Brand Experience In The Wireless Age by Rick Mathieson

The problem is, traditional marketing never really "got it" anyways. The only ones that seemed to "get it" were the ones that realized mindshare was the most important thing to gain from a consumer. Once that was attained, the consumer's pocketbook would often follow.

The book Branding Unbound by Rick Mathieson seems to carefully balance itself between the two extremes. On one hand the author interviews some of the craziest buzzword guys from the dot-com era, like Seth Godin, Chris Locke, and others. On the other hand, the author provides plenty of real-world examples of forward-thinking companies and the risks and rewards of this sort of strategy.

All in all the book is a good read of what is happening right now. While there are several looks to the future on what technology will be the breakaway hits, the jury is still out on many. Thankfully, the author didn't overcommit to any specific technologies. Security and privacy issues are discussed in good measure as well.

You will like this book if you like the following:

Permission Marketing : Turning Strangers Into Friends And Friends Into Customers by Seth Godin

Purple Cow: Transform Your Business by Being Remarkable by Seth Godin

How to Win Friends & Influence People by Dale Carnegie

Order Branding Unbound by Rick Mathieson on Amazon.com today!