I must confess that one of the most exciting parts of my job, hands down, is the process of brand discovery. It’s a great way to get creative juices flowing and really explore the fundamental essence of the client we’re working for.
In fact, I didn’t know how much I actually enjoyed branding until I became a part of the EMG team. Wanting to learn more, I picked up this book: The Origin of Brands by Al and Laura Ries and have been made a true believer.
This book compares the process of positioning, marketing, and brand discovery to the origin of the species by Charles Darwin. Laden with examples, it’s a quick read and relatable to any marketing professional or business owner.
Through this book, Al and Laura Ries have established themselves as a veritable marketing dynasty, providing insight applicable to the fortune 500 executive and layman alike. I can’t wait to read their next book: The fall of advertising and the Rise of PR.
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