Funny Story On Advertising

I know this will date me, but I'm very proud of my heritage as an advertising professional. I've worked for and with some top tier agencies and two global brands. The stars aligned for me and I landed some pretty cool gigs -- Leo Burnett, Young & Rubicam, The Richards Group, Marriott International, and Cadillac. So recently when my son came to me in college (yes, three days before his paper was due) and asked me to get him the best book about Advertising, I was quick to say "On Advertising" written by an icon in the industry, David Ogilvy. Right? A no brainer. Three days later, much to my chagrin, my son came back to me with a note from his professor. While this was a great book, she felt he would be better served to write about a book that addressed digital, social media, and this thing called the internet. How embarrassing! I still feel that Olgivy's lessons are spot on, but the professor had a great point. So now, I ask you...what are the great books on marketing today? I have noted a few below (mainly because I felt I should pay the lesson forward). These aren't the only ones, but they are really great reads:

 Contagious -- Why Things Catch On by Jonah Berger. A great book on the viralbility of a marketing movement. How it starts, why it works, how it can be used as an effective marketing tool. (This is the book that my son actually did his project on, by the way.)

All Marketers Tell Stories by Seth Godin. Actually one of the most interesting writers about marketing in my view. For all the skeptics who think advertising is all about telling lies, this is a book that advocates the importance of authenticity. A must read for those who are losing faith in the business or for those who truly believe that advertising is good and not evil.

Twitter Power -- How to Dominate Your Market One Tweet at a Time by Joel Comm. An appropriate subject right now when you think about the current POTUS. But, really a great read on how to use Twitter effectively in marketing with case studies from Apple, JetBlue, Whole Foods, and GM. Helpful for traditionalists to see how to conform, I mean convert, to nontraditional forms of persuasion.

Brainfluence -- ways to persuade and convince consumers with neuromarketing by Roger Dooley. This one is for those who have always asked the question why or how. I love it because it speaks to the science of advertising and marketing. I was always better at the math and science and not the art part of advertising, according to my art professors in college. And for those who like to think of themselves as not being influenced by advertising, this book gives you a way out by explaining that it's all part of your DNA.

Engage! The complete guide for brands and business to build, cultivate, and measure success through social media by Brian Solis. This book looks at the social media landscape and how to effectively use it as a marketing leverage tool. It helps guide you through the maze of social networks, not for just likes and posts and memes, but to leverage it for visibility and brand loyalty. The Foreward is by Ashton Kutcher, who was the first to get to 1,000,000 followers oh so many moons ago.

This is just a short list, I know. No offense intended for anyone I left off. We are all hungry to keep up with this everchanging industry, so share your favorites and pass it on. That way, when your kid asks you for a recommendation, you won't fall into the same trap I did and get labeled "oh so yesterday!" Enjoy!