R.E.D Marketing: The Three Ingredients of Leading Brands by Greg Creed and Ken Muench

BATB score: 10/10

*BATB re-read and still super awesomeeeee*

Best to: the best marketing book out there hands down

Best for: any aspiring CMO or baby marketers alive; marketing KPI is always Sales Overnight Brand Overtime

Best as: : (R) Relevance - cultural, functional, social ; (E) Ease - easy to notice and easy to access; (D) Distinctiveness easy to recall from a consistent use of unique and own-able assets

BATB lingering thought: regarding marketing campaigns, make it party-talk worthy - key is, is your idea something that someone would be proud to share at a party because it makes them look cool?

Best quotes: “A truly great CMO: they have to be smart enough to be right more than 50 percent of the time, but bold enough to execute single-mindedly 100 percent of the time.”

“It is more important to completely own an off space then to sorta-own the correct space.”

“Brands only tend to get significant levels of earned media online when they have both owned and paid media in place”

“I would rather be hated and loved than ignored.”

“Don’t follow the conventions of your category, follow the innovations in your culture. It makes you both incredibly culturally relevant and incredible distinctive in your category.”

“Figure out a way to allow your customers to identify themselves as a member of a herd, and express their membership in their herd through your product.”