Two new ‘cool’ books on Branding

The fertile publishing field of marketing books has two recent additions that caught my eye – and provoked some serious thinking.The first, Chasing Cool, about standing out in today’s cluttered marketplace is a rigorous trawl through the market to distinguish what it takes to create an enduring brand as opposed to the fleeting buzz about what’s hot and what’s not.The second You, Inc., another Harry Beckwith classic to follow the powerful insights of his first three books is more than the sort of book you can consume just by standing in Borders and inhaling deeply —whichever page you turn to is an oracle of personal branding wisdom (eg Every great presentation motivates… and Don’t impress them; move them.)Seems there is always something more to say about branding!