How to become a brand management (semi-)expert in 48 hours?

August 28, 2015 5:12 AM

Hi MeFi, I need to quickly get up to speed with both the basics and the latest trends in marketing brand management. Can you recommend some resources I can dig into over the weekend? My goal is to know and be able to intelligently reference terms, concepts and especially relevant thought leaders in this area. Thank you so much in advance for your suggestions!
posted by ladybird to Media & Arts (3 answers total)

What kind of brand management? Which markets, what size brands?
posted by zutalors! at 10:05 AM on August 28, 2015

Response by poster: Should have been more specific, sorry! I'm interested in corporate brand management.
posted by ladybird at 10:27 AM on August 28, 2015

I would suggest you read the following: "Cultural Strategy: Using Innovative Ideology to Build Breakthrough Brands," by Douglas Holt and Douglas Cameron. He describes the brand strategies of various highly recognizable brands, including Patagonia, Nike, Ben & Jerry's, Jack Daniels and others.

The complete reference is: Holt, Douglas B., and Douglas Cameron. 2010. Cultural Strategy: Using Innovative Ideology to Build Breakthrough Brands. 1st ed. Oxford: Oxford University Press. I just pulled this straight from my references to an article I have written, that is about to be published in a new design journal. I found the whole book to be readable for the layperson: I have never taken a marketing class although I have worked as a designer for 15 years and taught University-level design for 8 of those years.
posted by Slothrop at 11:07 AM on August 28, 2015 [6 favorites]