Be On The Books: “Made to Stick”

July 13th, 2016

How do we know that “Made to Stick: Why Some Ideas Survive and Others Die” is a modern marketing classic, a book that stands out from the hundreds of others on effective communications? Because when we read again almost 10 years since its first publication, we realized how many examples and lessons from the book we use all the time, without even remembering where we first heard them.

Communications Strategies Behind Philly’s Soda Tax Debate

July 6th, 2016

Philly’s soda tax debate is a textbook case study on the art of defining and framing an argument.

Introducing “Be On The Basics”

June 22nd, 2016

Despite what the latest magazine articles say, the truth is that the large majority of businesses would be far better off focusing on marketing fundamentals. That’s why we’re introducing a new series here on our blog called “Be On The Basics.”

Be On The Basics: Mission, Vision, Values and Purpose Statements

June 22nd, 2016

The most fundamental part of marketing is communicating what, how and why a business does what it does. Often, this is described in a statement of some kind, like a vision statement, a mission statement, a list of corporate values, etc. Learn more about what they are, why they’re important, and how to create them.

Be On The Books: “Positioning”

June 8th, 2016

As society became over-communicated, Al Ries and Jack Trout introduced a new marketing concept that could help brands cut through the noise – positioning. We re-read their marketing classic to see what insights remain relevant today.

Be On The Books: “Smarter Faster Better”

May 11th, 2016

When Pulitzer Prize-winner Charles Duhigg published the bestselling book, “The Power of Habit,” he became suddenly very busy. That experience lead him to write his latest best-seller, “Smarter Faster Better: The Secrets of Being Productive in Life and Business,” which is instantly a must-read on productivity.

Sam Hinkie Situation Shows Leaders Can Never Turn Over the Narrative

April 13th, 2016

The Sam Hinkie saga in Philadelphia been a bizarre and fascinating story for sports fans, earning all the expected hot takes on ESPN and the requisite Twitter memes. But what lesson does this hold for communicators outside basketball circles?

Be On The Books: “The Challenger Sale”

April 6th, 2016

The Challenger Sale has definitely become part of the standard business lexicon since its first publication in 2011. In fact, if you’re in a sales function, it’s likely been required reading at some point, and we’ve seen several of our own clients distribute the books to all their sales reps. However, the usefulness of The Challenger Sale concept goes far beyond sales.

Be On The Books: “Talk Like TED”

March 22nd, 2016

Carmine Gallo tackles the art of the TED Talk in his most recent book, “Talk Like TED: The 9 Public-Speaking Secrets of the World’s Top Minds.” He describes in great detail why so many presentations given at TED conferences have gone viral, and explains the traits successful TED presenters share.

Be On The Books: “To Sell Is Human”

March 8th, 2016

Daniel Pink’s “To Sell is Human” is one of several Braithwaite bookshelf favorites, in addition to “Drive” and “A Whole New Mind.” In it, he tracks the evolution of selling over the last century, explores how “sales” became a dirty word, and provides insight on successful selling in the 21st Century.

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