Brand Gestures

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Airport reading needn't mean airport fiction. Those scared of losing market share at 35,000 ft. can pick from a range of books aimed at breathing new life into a brand. Here's a selection to check in with:

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Wordcraft: The Art of Turning Little Words Into Big Business (Crown).
How did we come to e-mail using a BlackBerry, or treat impotence with Viagra? As a fly-on-the wall at some of the world's leading brand-naming firms, Alex Frankel uncovers the thinking behind some of the most successful names.

Celebrity Sells (John Wiley & Sons).
Picking the right face for your firm is a tough call. Hamish Pringle's guide sets out how best to yoke a famous name, with advice on negotiating with stars and their agents.

Lovemarks: The Future Beyond Brands (powerHouse Books).
Tired of overused brands? Kevin Roberts shows how successful producers—mirroring Apple, Harley-Davidson, Starbucks—can forge long-term emotional connections with their consumers. Hint: intimacy and mystery trump function and price.