There were many great speakers at a recent new media marketing conference in Johannesburg, reaffirming my belief that South Africa is at the cutting edge of new media marketing and in some cases is leading. One speaker who stood out was Tyler Reed, a 20-year-old creative strategist. He is representative of the Generation Y market, knows his market and succinctly explains what is needed to communicate with this market. Below is his presentation from the conference.
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- “More than ever, high-end fashion houses are selling to the full spectrum of prices and customers. And, surprisingly, cheap-chic brands may be giving couture—astronomically expensive made-to-measure clothing—a new lease on life.” - The Wall Street Journal
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Resources
Books
Wally Olins: Wally Olins On Brand
Brilliant, and witty, insight (****)Malcolm Gladwell: The Tipping Point
Brilliant insight into foundations of viral marketing (****)Jean-Noel Kapferer: The New Strategic Brand Management
Comprehensive and insightful (*****)Frans Johansson: The Medici Effect
Thesis on ideas from intersecting worlds (***)Jon Miller: The Business of Brands
Business book about the value of brands (***)Wally Olins: The Brand Handbook
Handbook for those new to brand consulting (***)Interbrand: The Brand Glossary
Great reference tool (****)Marty Neumeier: The Brand Gap
Succinct overview of branding today (***)John Gerzema & Ed Lebar: The Brand Bubble
Creation of true brand value (****)Peter Schwartz: The Art of the Long View
Building scenarios (***)John Hunt: The Art of the Idea
Succinct insight and inspiration (****)Joshua Cooper Ramo: The Age of the Unthinkable
New rules for complexity (***)Kevin Lane Keller: Strategic Brand Management
The essential MBA text (*****)Kees van der Heijden: Scenarios: The Art of Strategic Conversation
The book on scenario planning (****)Gill Ringland: Scenario Planning
Comprehensive introduction to scenario planning (***)Kevin Roberts: Lovemarks
Saatchi & Saatchi's manifesto for the future of brands (***)Bob Schmetterer: Leap
Taking advertising creativity into business strategy (***)Alice Tybout: Kellogg on Branding
Brand essays from renowned business school (***)Jim Collins: Good to Great
Written about companies, applies to brands (***)Jean-Marie Dru: Disruption
Useful for creative brainstorming (***)Jim Aitchison: Cutting Edge Advertising II
Benchmark book on print advertising (****)David Ogilvy: Confessions of an Advertising Man
David Ogilvy distilled (****)Philip Kotler & John Caslione: Chaotics
Marketing in the Age of Turbulence (***)Andrew Jaffe: Casting for Big Ideas
A new manifesto for agency managers (****)Rita Clifton: Brands and Branding
A good overview of strategic brand management (***)Jean-Marc Lehu: Branded Entertainment
Explains branded entertainment (****)Martin Lindstrom: Brand Sense
Argument for and how to craft sensory brand elements (***)John Grant: Brand Innovation Manifesto
Good reservoir of ideas (***)W. Chan Kim: Blue Ocean Strategy
Brilliant strategic thinking (****)Edited by Nicholas Ind: Beyond Branding
Brands and society (***)Hugh Courtney: 20/20 Foresight: Crafting Strategy in an Uncertain World
Good toolkit (***)
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This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 2.5 South Africa License.
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