In a world of fierce business competition, how can our business survive? This is a question that many entrepreneurs may wonder about as they seek various ways to sustain their businesses.

Everyone knows that starting a business is not easy, but making it grow is even more challenging. Therefore, understanding branding and marketing is crucial. We invite you to read these 10 books recommended by Derrick Daye, a marketer with over 25 years of experience, covering the interests of those who want to understand marketing and branding. These books address brand strategy, brand management, brand storytelling, customer experience, marketing and finance, innovation, and marketing based on human behavior.

1. Digital Strategy: Think Like Amazon by John Rossman

After John Rossman left his executive position at Amazon to advise startups and other companies, he received many questions from executives at other firms, such as what the secrets to Amazon's success are. In this book, he shares the mindset of Jeff Bezos and the strategies that keep Amazon a market leader, including innovation access, market expansion, and rapid business growth.

2. Marketing And Finance: Financial Dimensions Of Marketing Decisions by David Stewart

This book discusses the connection between marketing activities that generate revenue for organizations, such as how to use the right marketing and available resources to create income and grow the company. It also explains long-term investment methods and evaluations for future project investments.

3. Customer Experience: Building Brand Experiences by Darren Coleman

Building relationships that make customers feel close and connected to the brand is essential for organizational success. In the past, brands competed on product pricing, but this approach no longer works today. Research shows that customers are motivated by emotions and feelings; thus, creating a positive experience for customers is crucial. This book presents a framework to help us connect with customers' hearts more effectively, explaining the steps to create great customer experiences through experiments and research, along with insights from experts in an easily understandable manner.

4. Brand Purpose: Grow The Pie by Alex Edmans

Many people understand that responsible businesses are those that give back to society. However, based on Alex Edmans' extensive experience, the author presents that businesses can profit while also creating value for society. The book suggests ways to work effectively with investors, employees, and customers, as well as setting business goals that are greater than ordinary missions. Successful large companies often aim for more than just profit; they have larger goals to help society and improve the lives of fellow humans.

5. Behavioral Science: The Behavior Business by Richard Chataway

This book explains human thoughts and behaviors to apply the insights gained to our businesses, allowing us to motivate customers and gain an advantage over competitors.

6. Brand Storytelling by Miri Rodriguez

Miri Rodriguez, the author of this book, is a former storyteller award winner from Microsoft. He states that while many brands know that storytelling is important, they still make various mistakes. Instead of showing how customers' lives improve after using their products, this book outlines a step-by-step approach to effective storytelling that goes beyond ordinary content creation, with clear and actionable methods.

7. Innovation: Costovation by Steve Wunker and Jennifer Law

This book addresses how to achieve more innovation while spending less. It defines innovation not just as products but as business plans. The book encourages you to stop guessing the market and focus on what customers truly want, explaining innovation strategies for both small and large companies, niche market targeting, and how to become number one in the market. The book also includes exercises.

8. Business Strategy: Connected Strategy by Nicolaj Siggelkow and Christian Terweisch

Nicolaj Siggelkow and Christian Terwiesch, both experts in strategy and management, explain how to enhance brand operational efficiency, such as converting casual customers into regulars, providing great customer experiences at lower costs, increasing customer loyalty, and implementing customized marketing that resonates with individual customers. The book also discusses decision-making strategies during crises, featuring in-depth case studies from various industries, including healthcare, finance, services, transportation, retail, entertainment, education, and non-profit organizations.

9. Brand Strategy: Brand Hacks by Emmanuel Probst

This book explores why most advertising campaigns fail and helps readers understand how major brands provide various values to customers, leading to their success. It also presents simple methods to grow brands even with limited budgets, referencing in-depth consumer psychology research, interviews with leading brand marketers, and case studies of both large and small brands.

10. Brand Management: The Brand Bridge by Jerome Conlon

This book explains how to communicate a brand's identity through products and advertising in various forms to attract customer attention. It serves as a bridge to connect customers with our brand, ultimately leading them to love our brand and purchase our products.

Source: Branding Strategy Insider, brandinside