What is the best blog or book on branding?
For real insights into the core fundamentals and ethos of branding, it pays to go back to well before the concept became the buzzword it is today. Almost every page of advertising agency-founder David Ogilvy’s writings contain nuggets of near-timeless wisdom, delivered with devastating simplicity and clarity – sometimes so much so that you question why more recent gurus have found it necessary to write so many more words about the same topic. Here he is, for example, on brand positioning (from Ogilvy on Advertising [Prion], first published in 1983): ”My own definition is ‘what the product does, and who is it for?’. I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. That is still working 25 years later.” Understanding what’s being said there, then considering for yourself how to achieve the same outcome today (relative to contemporary products, methods and channels), may well serve you muc
