April 19, 2004

News & Opinion: Books at Brand Autopsy

By: 800-CEO-READ @ 7:46 PM – Filed under: Marketing & Sales

Brand Autopsy continues to provide great business book reviews. Yesterday, they did a rundown of 12 recent reads. Read the worthy and unworthy. They again take issue with a Fast Company Book Club selection. In January , the coroners spent a week writing about BANG! by Linda Kaplan Thaler and Robin Koval. From their last entry in the series:
BANG! reads more like a marketing memoir from two advertising executives than it does a marketing book. When I invest my time reading a business book, I expect a positive return on my investment. I expect to generate new ideas that I can implement at work. This book provided me with a negative ROI -- no new ideas that I can implement at work. (Not good.)
This time they only spend one paragraph saying What Matters Most by Jeffrey Hollender would "...make for a fantastic in-depth Harvard Business Review article. I didnt feel the message worked as a lengthy book."