> My stuff
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My books
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Yan: Typography
and Branding. Christchurch: Natcoll Publishing 2004.
Created with Natcoll in Christchurch, New Zealand. Finally published
in November 2004, with a lot of my 2002 material. Fortunately, the
ideas have stayed current, and there’s a lot of post-9-11 inspiration
inside this title.
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Yan: View Point Series 1 of 4: User Seductive—Perspectives
on 21st Century Branding. Wellington: Charlie Ward and Wai-te-Ata
Press, Victoria University of Wellington 2004.
This was a pleasure to work on. Charlie Ward is a talented young Irish
designer who came to me with a book proposal, with a series of four
books, each of which would be printed privately and in limited numbers.
I wrote the first; Kevin Roberts the second. Charlie (and Barbara
Schmelzer, and photographer Jono Rotman) has more than done the remainder
justice with a startlingly stunning work. Nominated for a Best Design
Award in New Zealand in 2004.
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Yan (ed.): Beyond Business Turmoil (working title).
Based on a paper presented in Amsterdam
in January 2003 for the Chief Brand Officers’ Association meeting
hosted by Sicco van Gelder. I’m seriously considering turning
this into a book presently. More soon.
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Das (ed.): New
Age Branding: Concepts and Cases, Vol. 1. Hyderabad:
ICFAI University Press 2003.
I contributed one case to this marketing course book, ‘The
brand attitudes of automobiles’, which I originally wrote
for CAP in 2002. |
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Ind (ed.): Beyond
Branding: How the New Values of Transparency and Integrity Are Reshaping
the World of Brands. London: Kogan Page 2003.
Beyond Branding, to be published in autumn 2003, challenges
business to adapt to a world of transparency. My fellow authors and
I argue that business has to have a human perspective so that it benefits
people rather than manipulates. Visit the site at www.beyond-branding.com,
co-designed by me and developed by John Moore of Ourhouse.
The book went into its second printing in 2004 and went paperback
in May 2005.
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Books I’ve been quoted or referenced in
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Dinnie: Nation
Branding: Concepts, Issues, Practice. Oxford: Butterworth
Heinemann 2008.
It was very kind of Keith Dinnie to include my viewpoints on nation
branding in his definitive work on the subject. This is easily one
of the best books on nation branding out there. |
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Levy: Happy
about Knowing What to Expect in 2007. Cupertino, Calif.: Happy
About 2007.
I am pretty sure I was in 2006’s as well, but never mind,
I am in 2007’s, with half a dozen predictions. Mitchell reckons
the accuracy rate is down to around 85 per cent now, but that is still
better than hit-and-miss. Darn it, I left out the iPodPhone, but there’s
always next year. On release, it
is offered with a 50 per cent discount. |
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Jaffe and Nebenzahl:
National
Image and Competitive Advantage: the Theory and Practice of Place
Branding , 2nd ed. København: Copenhagen Business School
Press 2006.
Eugene and Israel follow up their successful book on national image
and expand the chapters slightly to include nation branding.
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Levy: Happy
about Knowing What to Expect in 2005: Predictions from Over 50 Executives.
Cupertino, Calif.: Happy About
2005.
I was asked to make a lot of predictions for business books in
2005, and this book is another example. Mitchell Levy is a heck of
a nice guy, too, and created some positive ideas to help executives
for the year ahead. The jury’s still out on my positive prediction,
but apparently Mitchell’s selectiveness earns him a 90 per cent
accuracy in his books.
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Myers and Kent: The
New Consumers: the Influence of Affluence on the Environment.
Washington, DC: Island Press 2004.
This was obviously the original book that Norman Myers and Jennifer
Kent wrote before it turned into an Italian edition—though I
learned of the European one first. The challenge, as they put it:
‘how to make fashion sustainable and sustainability fashionable?’
I like to think we have started on that course and encouraged other
fashion magazines to do the same.
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Myers and Kent: I
nuovi consumatori: paesi emergenti tra consumo e sostenibilità.
Milano: Edizioni Ambiente
2004.
Norman Myers and Jennifer Kent’s book on new consumers show
how they care about corporate social responsibility. They cite me
and my decision to make Lucire
the first fashion industry partner of the United
Nations Environment Programme as an example.
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Green and Campbell: The Kiwi Effect. Wellington 2004.
It’s hip to be square. Lawrence Green and Jenny Campbell have
done something admirable: found out what makes successful New Zealand
business people tick. I was honoured that Lawrence approached me as
an interviewee and flattered I made it into so many chapters. DNA
Design did the cover—and a marvellous job of it, too. Check out
Lawrence’s company here;
and Jenny’s one here.
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Postrel: The
Substance of Style: How the Rise of Æsthetic Value Is Remaking
Commerce, Culture, and Consciousness. New York: HarperCollins
2003.
Style affects our choices more than we think, posits Virginia Postrel.
I haven’t bought this yet, but it’s an interesting thesis,
and I noticed I’m a footnote in it from my days helping out Visual
Arts Trends.
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The Wellington Region: Open for Business. Wellington:
Positively Wellington Business 2003.
Not strictly a book with an ISBN, but a promotional guide to investing
in Wellington, New Zealand. And a cool, almost abstract photo of me
taken by the Canadian photographer Robert Catto appears on p. 38.
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Earls: Designing
Typefaces: Insight. East Sussex: Rotovision 2002.
The author, the editor of Typographer.com, had asked me for comments
on the topic of intellectual property protection for typefaces. I’ll
be checking this one out, to be sure.
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Jaffe and Nebenzahl:
National
Image and Competitive Advantage. København: Copenhagen Business
School Press 2001.
My colleagues Eugene Jaffe and Israel Nebenzahl, arguably the world’s
leading authors on country-of-origin effect, with the definitive
book on the subject. A pleasure to have lent a hand to these two
distinguished scholars.
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Sebastian: Digital
Design Business Practices, 3rd. ed. New York: Allworth Press
2001.
One of the most comprehensive books covering design principles and
the rights of those involved in the publishing industry. The earlier
editions came with an excellent reputation. The third edition of
this book, which includes chapters on web strategy, design and running
a practice, sees me quoted.
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Important papers
Gilboa: ‘Public
Diplomacy: the Missing Component in Israel’s Foreign Policy’,
Israel Affairs, October 2006, pp. 715–47.
It’s quite an honour to be cited by someone as well respected as
Prof Eytan Gilboa on branding and the international community. The paper
itself, on Israel’s national image and its 21st century deterioration,
makes for interesting reading.
Macrae: Brand
Transparency. Washington: Institute
of Brand Leadership 2002.
Chris Macrae’s excellent collection of writings about brand transparency,
edited by Dannielle Blumenthal, is one of the best in getting us to question
dogma and convention, breaking through the business world’s conditioning
and its use of falsehoods in the process. I appear in it once and am honoured
to be amongst such illustrious company. Hop over to Valuetrue.com
and learn more about Chris’s initiatives.
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conspiratorial financial system has severely damaged the reputation of
corporate America and global businesses.
Accounting protocols fail to model the ways that organizations
actually create lasting value. Enforcing existing financial regulations
with greater vigour helps rebuild trust, but merely adds scaffolding to
a dilapidated structure.
World-class companies can sustain growth for their investors
while also learning to make the world a better place. They can do this
if their leaders champion the integrity of human issues as well as finding
simple ways to build value for all stakeholders. The solution, say the
signatories, is through branding, which reflects an organization’s truth
and its human aspects, and helps foster positive exchanges of value.
Excerpted from press release,
‘Financial measures have failed; branding is the way forward, say
experts’, August 5, 2002
Forms the basis of a 2003 book by signatories to the Medinge Communiqué
In his compelling closing piece, ‘The brand manifesto’,
Jack Yan expresses his concern that brands really are in trouble. He discusses
how brands were intended as a sort of shorthand for complex ideas and
to build trust among buyers. But, as trust fails, that shorthand is no
longer received as it was intended. He states that this is especially
true among those in Generation Y who are cynical about many brand propositions
and actively seek out responsible brands. For brands to continue to be
financial catalysts, Yan proposes a new eight-point brand manifesto. This
manifesto delivers what he believes are eight points, which if followed,
‘should guarantee a safe position for the brands of tomorrow’:
passion, focus, deliver what one
promises, make people happy, finance
is broken, brands are not ads, bring
humanity and create community.
Susan Nelson
Executive Strategy Director
Landor Associates
in the Journal of Brand Management, vol. 13, no. 1, 2005, pp. 89–90
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