The always excellent Tom Fishburne’s above cartoon makes the very valid point that gamification is not for all brands and is also not a silver bullet solution for customer engagement and loyalty. Tom writes in the cartoon notes that:
“What some marketers miss is that gamification means a lot more than badges, points, mayorships, and leader boards. Those game mechanics don’t necessarily create experiences worth playing. If you build it, they won’t necessarily come.
“More importantly, gamification can’t make an un-engaging brand engaging. It may be the shiny new thing, but it’s not a silver bullet. Game mechanics are enablers to big ideas. They aren’t the big ideas themselves.”
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Books
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 (***)John Gerzema & Ed Lebar: The Brand Bubble
Creation of true brand value (****)Taleb Nassim Nicholas: The Black Swan
impact of highly improbable events (****)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 (*****)Dennis Sherwood: Seeing the Forest for the Trees
Excellent systems thinking book (****)Kees van der Heijden: Scenarios: The Art of Strategic Conversation
The book on scenario planning (****)Gill Ringland: Scenario Planning
Comprehensive introduction to scenario planning (***)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 (***)David Ogilvy: Confessions of an Advertising Man
David Ogilvy distilled (****)Philip Kotler & John Caslione: Chaotics
Marketing in the Age of Turbulence (***)Business Planning for Turbulent Times
New methods for applying scenarios (****)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 (***)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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When Brands Shouldn’t Play Games
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