A Master Class in Brand Planning: The Timeless Works of Stephen King
A.G. Lafley: The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation
Andrew Razeghi: The Riddle: Where Ideas Come From and How to Have Better Ones
Charlene Li: Groundswell: Winning in a World Transformed by Social Technologies
Clay Shirky: Here Comes Everybody: The Power of Organizing Without Organizations
Dan Ariely: Predictably Irrational: The Hidden Forces That Shape Our Decisions
David Weinberger: Small Pieces Loosely Joined: A Unified Theory of the Web
David Weinberger: Everything Is Miscellaneous: The Power of the New Digital Disorder
Douglas Holt: How Brands Become Icons: The Principles of Cultural Branding
Grant David McCracken: Transformations: Identity Construction in Contemporary Culture
Grant McCracken: Culture And Consumption II: Markets, Meaning, And Brand Management
Grant McCracken: Flock and Flow: Predicting and Managing Change in a Dynamic Marketplace
Helen Edwards and Derek Day: Creating Passion Brands: getting to the heart of branding
Jeffrey Kluger: Simplexity: The Simple Rules of a Complex World
Joe Moran: Queuing for Beginners: The Story of Daily Life from Breakfast to Bedtime
Jon Steel: Perfect Pitch: The Art of Selling Ideas and Winning New Business
Leslie Butterfield: Excellence in Advertising, Second Edition
Mark Earls: The Welcome to the Creative Age - Bananas, Business and the Death of Marketing
Mark Earls: Herd: How to Change Mass Behaviour by Harnessing Our True Nature
Matthew Robertson: Factory Records: The Complete Graphic Album
Nassim Nicholas Taleb: Fooled by Randomness: The Hidden Role of Chance in Life and in the Markets
Nassim Nicholas Taleb: The Black Swan: The Impact of the Highly Improbable
Neil Postman: Amusing Ourselves to Death: Public Discourse in the Age of Show Business
Nicholas Carr: The Big Switch: Rewiring the World, from Edison to Google
Richard Wiseman: Quirkology: How We Discover the Big Truths in Small Things
Rob Walker: Buying In: The Secret Dialogue Between What We Buy and Who We Are
Robert H. Frank: The Economic Naturalist: In Search of Explanations for Everyday Enigmas
Steve Hatch: Rigorous Magic: Communication Ideas and their Application
Warren Berger: Glimmer: How Design Can Transform Your Life, and Maybe Even the World
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Excellent Gareth. I’m looking forward to reading the sequels.
To suggest one of my own “fundamentals” it must be understanding that a lot of the fresh opportunities presented in digital aren't new ways of thinking about what to do about communication in Media Channels, but exploring how brands can add value inside a Communication Medium.
A research report (here in Norway) stated that young people don’t view the Internet as a Media Channel, they view first and foremost as a Communication Medium. Where conversations and sharing between peers are far more frequent than consuming media (rich or text).
Being a facilitator in a Communication Medium puts brands at the center of where culture is shared. And gives a different vantage point to positioning a brand and thinking about how to creatively communicate its ideas and values.
At the same time this also demands a new set of tools and understanding on how to achieve this. As you write in the charts: “The future of advertising isn't messaging…”
Thanks again for sharing :o)
Posted by: Helge Tennø | December 07, 2008 at 11:34 AM
Dear Gareth
Very interesting reading, thanks for sharing great stuff. Any chance that your presentation will be webcasted?
Posted by: Tania Grønvald | December 07, 2008 at 05:16 PM
Nice job - some great new examples
Posted by: Mark | December 17, 2008 at 11:15 PM
great stuff, gareth.
the good news is it seems (as from all your great examples) that something is happening, it's just widely distributed and often more of a nice to have than major shift in how others are thinking.
Posted by: lee maicon | January 08, 2009 at 12:16 PM