Book Reviews

Branding. If you’ve ever felt like it’s an ethereal concept, take heart. These two books give you big helpings of bite-sized actions to help you cultivate life-long customers and have an enduring impact.

The Experience Effect

By Jim Joseph
Hardcover, 224 pages, $24.95
Amacom
www.amacombooks.org

Jim Joseph, an award-winning marketing professional and author of The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience, wants to let you in on a secret. You can take out as many advertisements as you want, use social networking websites until you turn blue or offer lots of discounts and deals—but none of that will guarantee your customers will keep coming back. The key to customer loyalty is a satisfying experience.

This easy-to-read book provides business owners with a step-by-step process to create lasting brand experience for your customers. Joseph offers a range of examples, from big businesses to neighborhood shops, to teach you how to define your brand, pinpoint your target audience and tap into low-cost marketing strategies.

The Experience Effect helps you recognize how important having a strong brand is and, more importantly, how to use it to your financial advantage.

Everything I Know about Marketing I Learned from Google

By Aaron Goldman
Hardcover, 342 pages, $26.95
McGraw-Hill
www.mcgraw-hill.com

Author Aaron Goldman is right when he says, “You know you’ve hit it big when your name becomes a verb.” Such is the success of Google, one of the world’s most valuable brands. But how did they do it? With great marketing, of course. In his book, Everything I Know about Marketing I Learned from Google, expert and former Google client Goldman breaks down the giant’s marketing strategy to show you how to use it for your own enterprise.

This entertaining and irreverent guide lays out 20 powerful lessons straight from Google’s playbook, and covers everything from advertising, branding and public relations to product development and promotions. Goldman provides tips on getting the signals you need directly from your customers, crafting messages people grasp immediately and giving advice on how to distribute your brand everywhere.

Buying this book will not provide you with information on how to achieve the level of notoriety Google has, it will show you how to harness its power for your own gains.

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