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Brand Gestures
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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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.
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SUSIE SHEPHERD, principal at Rosewood Middle School in Goldsboro, NC, explaining why the school's annual fundraiser decided to sell good grades for money







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