The Marketing Book Podcast Douglas Burdett

Buyer Personas – Revised and Expanded: Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business by Jim Kraus and Adele Revella  
ABOUT THE BOOK:
A fresh look into understanding your prospective customer's buying decisions to influence them and win more business
Building on the groundbreaking success of the first edition, this newly revised and updated version of Buyer Personas enables marketers to stop wasting time and resources on their best guesses and start drilling down to understand what buyers truly care about―then harness this newfound knowledge to create strategies and messages that break through the clutter and reach buyers on their level.
In a world where buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices, this book lays out a step-by-step approach used by hundreds of companies to understand what buyers want to know and experience as they search for a solution to meet their needs, weigh their options, and make a buying decision.
In this book, you'll learn:
Why understanding the buying decision is far more important than knowing a few things about the individuals or roles involved in that decision How to develop a modern Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you make Why interviewing recent buyers is the best way to develop your Buyer Persona and how to do it effectively How to use AI and quantitative survey research to enhance your Buyer Persona Ways to use Buyer Persona insights to increase awareness of your products and services, drive consideration, and convert more business The revised and expanded Buyer Personas is a complete guide to go beyond benefit-heavy, undifferentiated marketing and focus only on what buyers care about most.
It earns a well-deserved spot on the bookshelves of entrepreneurs, executives, marketers, and other business professionals looking to influence their prospective buyers.
ABOUT THE AUTHOR:
Jim Kraus is the President of Buyer Persona Institute, and a principal of Knowledge Systems & Research, Inc., a leading global market research and consulting firm.
Jim has decades of experience leading research teams and developing growth strategies through informed decisions, including executive roles at both IBM and Prudential Financial.
And, interesting fact – he’s a personal trainer on the side!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/buyer-personas-jim-kraus

The Smart Advertising Book: How To Deliver Advertising That Grows Your Brand by Dan White
ABOUT THE BOOK:
Brands today have a bewildering array of ways to communicate with their target audience.
To succeed, brand owners need to know how to identify the best combination of media and how to create effective content. 
Much advertising is ill-chosen and poorly executed; understanding how to harness its potential provides a strong competitive advantage.
This book has guidance for company leaders, marketers, and entrepreneurs in delivering effective advertising. 
It presents a summary of all the latest evidence and thinking about successful advertising in a clear, accessible way with inspiring examples and the author’s trademark frameworks, analogies, and hand-drawn illustrations.
   
ABOUT THE AUTHOR:
Dan White is a marketing insights innovator. His career includes a decade as an insights professional, another as a brand advisor, and a third as a Chief Marketing Officer.
His other books include The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies, and The Smart Branding Book: How To Build A Profitable And Resilient Brand, both of which have been featured on The Marketing Book Podcast.
Dan co-developed BRANDZ, the world's biggest brand equity measurement system and his thinking has shaped the design of leading copy test and brand tracking methodologies.
He has advised famous, billion-dollar brands on how to thrive and his summaries and trademark visualizations have earned praise from luminaries in the marketing, advertising, and media industries. 
And, interesting fact – Dan White is now a member of a very exclusive and secretive fraternity – The Marketing Book Podcast 3-Timers Club!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/smart-advertising-book-dan-white

Chaotic Change: Embracing Chaos to Drive Innovation and Growth by Nicholas Webb
ABOUT THE BOOK:
Chaotic Change is designed to be a comprehensive guide for leaders, innovators, and change-makers navigating the complexities of the modern business landscape. 
Through personal anecdotes, case studies, and practical strategies, this book provides a roadmap for managing chaotic change—a process that drives and sustains innovation. 
From grasping the dynamics of strategic excellence to fostering a culture of happiness and clarity within organizations, each section builds on the next, offering a holistic approach to change management. 
Get started on this journey, equipped with the knowledge, tools, and mindset to thrive amidst chaotic change.
ABOUT THE AUTHOR:
Nicholas Webb is a best-selling author, a keynote speaker on innovation, healthcare, future trends, and customer experience, and the CEO of LeaderLogic a management consulting firm that works with some of the top brands in the world.  
Nicholas began his career as a technologist creating award-winning innovations in healthcare, consumer, and industrial technologies. He has been awarded over 40 Patents by the U.S. Patent Office for various technologies. 
Nick's books include What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, The Innovation Mandate: The Growth Secrets of the Best Organizations in the World, What Customers Hate: Drive Fast and Scalable Growth by Eliminating the Things that Drive Business Away, and Happy Work: How To Create A Culture Of Happiness, all of which have been featured on The Marketing Book Podcast.  
Nick is also the Producer and Host of the Award-winning Documentary Film, “The Healthcare Cure”, which was released in 2021 and won the Sedona International Film Festival’s “Audience Choice Award” for Most Impactful Film.
And, interesting fact – Nick Webb and the host of The Marketing Book Podcast are both extremely proud parents of paramedics!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/chaotic-change-nick-webb

Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service by Rob Meyerson 
ABOUT THE BOOK:
You don't have a brand—whether it's for a company or a product—until you have a name.
The name is one of the first, longest-lasting, and most important decisions in defining the identity of a company, product, or service.
But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles.
Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You'll learn:
What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming includes insider anecdotes, tired trends, brand origin stories, and busted myths.
Whether you need a great name for a new company or product or want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.
ABOUT THE AUTHOR:
Rob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm. 
Before founding Heirloom, Rob’s roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia. 
His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, GE, John Deere, Disney, Intel, Microsoft, and Walmart.
Rob was recently on The Marketing Book Podcast (episode 482) to discuss the 6th Edition of Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding which he co-authored with Alina Wheeler.
Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider. 
And, interesting fact – Rob Meyerson was NOT consulted by Elon Musk for naming advice when renaming Twitter to X!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/brand-naming-rob-meyerson

The Road To Hell: How Purposeful Business Leads To Bad Marketing And A Worse World And How Human Creativity Is The Way Out by Nick Asbury
ABOUT THE BOOK:
The road to hell is paved with good intentions, says the proverb. Never has that been truer than in the case of corporate purpose, the movement that took over the business and advertising world following the financial crisis of 2008.
Guided by the mantra 'do well by doing good', businesses embraced a social purpose agenda that sought to align doing good for society with doing well in the marketplace.
According to author Nick Asbury, the result has been a wave of humorless and hubristic advertising and a spiral of worse social outcomes, as businesses wade into issues beyond their remit while neglecting their real ethical responsibilities.
Diving into examples including Bud Light, Patagonia, Cadbury, and Unilever, Nick Asbury builds a compelling case against purpose - covering what it is, where it came from, how it leads to worse marketing, and how it leads to worse social outcomes.
As a positive alternative, he makes the case for creativity, cognitive empathy, and valuing the human over the corporate.
Amid the fierce and topical debate about purpose and corporate politics, The Road to Hell is a sharp and entertaining intervention, shedding light on how we got here - and where we go next.
ABOUT THE AUTHOR:
Nick Asbury is a creative writer, corporate purpose critic, poet, songsmith, humorist, and one-half of Asbury & Asbury UK. 
His other works include Perpetual Disappointments Diary (a demotivational journal of despair), A Smile in the Mind, Realtime Notes (3.5 years of fast poems described by critic John Self as 'the best chronicle of the 21st century), and appearances in books including The Copy Book: How Some Of The Best Advertising Writers In The World Write Their Advertising. 
And, interesting fact - he writes tin pan alley music!
  
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/road-hell-nick-asbury

Blue Goldfish 2.0: 8 Ways to Leverage AI and Data for Customer Loyalty & Marketing Innovation by Stan Phelps and Chuck Gallagher
ABOUT THE BOOK:
In an era where AI transforms the landscape of customer engagement, Blue Goldfish 2.0 emerges as the essential guide for businesses aiming to lead through innovation. 
This updated second edition shines a spotlight on the power of AI, data, and analytics, featuring over 400 case studies that exemplify how companies are elevating the customer experience.
The New Frontier of Competitive Advantage
As customer experience solidifies its position as the ultimate battleground for differentiation, the quest for a competitive edge becomes more challenging. 
Echoing the wisdom of former GE CEO Jack Welch, the book emphasizes that true advantage lies in learning about customers more rapidly and effectively than competitors and translating these insights into swift, decisive action.
Blue Goldfish 2.0 presents a compelling argument that the fusion of knowledge and agility is no longer just aspirational; with AI, it's entirely achievable. 
This edition delves deep into how artificial intelligence, coupled with the strategic use of data and analytics, can catapult a business into unparalleled customer connection and market dominance.
The Core Principles: The 3 R's & The 8 Types of Blue Goldfish
At the heart of Blue Goldfish 2.0 are the foundational 3 R's:
Relationship: Crafting personalization at scale. Responsiveness: Acting with speed and precision. Readiness: Anticipating customer needs before they arise. Expanding upon these principles, the book outlines eight innovative ways businesses can harness technology, data, and AI. These eight types of Blue Goldfish showcase diverse strategies for leveraging cutting-edge tools to transform insights into impactful actions.
Are You Ready to Dive Into the Blue?
Whether you're looking to refine your approach to customer service, overhaul your data strategy, or fully integrate AI into your operations, Blue Goldfish 2.0 offers a treasure trove of examples, techniques, and insights.
It challenges readers to ask themselves, "What's my Blue Goldfish?"—inviting businesses of all sizes to explore how they can use info-sense to distinguish themselves in a crowded marketplace.
Dive into Blue Goldfish 2.0 to discover how to turn the dual levers of knowledge and agility into a sustainable competitive advantage, ensuring your place at the forefront of the customer experience revolution.
ABOUT THE AUTHOR:
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/blue-goldfish-2-stan-phelps