Book Reviews: Marketing
June 1, 2017
By Javier Sánchez Lamelas
LID Publishing Limited
Reviewer: Bertrand Leong
Heart & Brain of Branding
MARKETING is about making people fall in love with your brand, creating value, and capturing it. In MARTKETING, author Mr Javier Sánchez Lamelas explores the marketing formulas and the lessons learnt from working in two of the world’s largest branding giants: Procter & Gamble (P&G) and Coca-Cola.
Using a combination of research, theory, and real-life experience, he unveils the secrets of powerful marketing, offering a unique framework to help you master your own mastering strategy. The book will make sense even if you decide to forgo the preamble and skip to the main course. However, I was glad that I read the preface first as it gave me a better appreciation of the author’s experience through the events that had shaped his views on marketing. The chapters may be read in any order since they are independent from each other and organised in short and easy-to-read segments.
The author defines and elucidates concepts in refreshingly erudite, creative, and insightful ways. He writes that good communication speaks to the emotional side of the brain; that design goes beyond shapes and functionality to include the way a brand looks in its totality (e.g.: music, aromas, or texture), and how we should never compromise the integrity of a brand’s essence and what it stands for whilst innovating.
Candid and full of heart, MARTKETING is a highly recommended read—guaranteed to shorten your marketing learning curve and leave you richly-infused with both creative and analytical marketing wisdom.
Copyright © 2017 Singapore Institute of Management
Article Found In
Issue 2, 2017