| Strategic & Tactical Brand Management |
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* Firebrands: Building Brand Loyalty in the Internet Age, by Michael Moon, Doug Millison, $23.99,
Hardcover - 318 pages (August 14, 2000), Osborne McGraw-Hill; ISBN: 0072124490. Wow. This book was a great find. Written by a San Francisco media asset management consultant with Gistics (www.gistics.com),
and a seasoned high tech writer, this book is probably the most visual reference on branding IĖve found yet. Helps place in context all that fuzzy thinking and process design
work that makes businesses take off while keeping customers loyal. A lot of dot coms wished they followed these rules. All marketing managers should own a copy.
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The Handbook of Brand Management (The Economist Books), by David Arnold, $35.00, Hardcover - 259 pages (March 1993), Perseus Pr;
ISBN: 0201632799. Another book that proves that brand management experience has been around for a long time, yet is practiced little. VCs manage a portfolio of brands, which they evaluate on a
regular basis Ō especially when it comes to making the tough decisions on who doesnĖt get their time or resources. For a busy VC, thereĖs no faster shortcut to sorting companies
in the Monday partner meetings when referring to deals based on their brand equity, profitability and capital invested.
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* The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand,
by Laura Ries, Al Ries, $20.00, Hardcover - 182 pages 1 Ed edition (October 1998), Harpercollins; ISBN: 0887309372. Investors who allow entrepreneurs to spend millions in
building a brand need to consider this book as a guideline for keeping the wheels on the track. Another staple book for your library. http://www.ries.com/
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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, by Kevin Lane Keller, $60.00, Hardcover - 635 pages 1st edition
(November 10, 1997), Prentice Hall; ISBN: 0131201158. This is the textbook (literally) on building brand equity. One of the best resources that investors may wish to read.
After all, many of them are left managing brand assets in the end (i.e. Pets.com). Great reviews on the Amazon site as well.
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**Creating Brand Loyalty: The Management of Power Positioning and Really Great Advertising, by Richard D. Czerniawski, Michael W. Maloney, $19.20, Paperback - 240
pages 1 edition (June 1, 1999), AMACOM; ISBN: 0814405010. A very tactical book that is an absolute must for your library. This book rocks! It takes you through the wow and the how, with templates, tools and
examples. Every entrepreneur and MBA student should read this book. Now the tough part is how to get your investors to want to wear your brand and become loyal repeat customers in future investment rounds. Good luck.
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