Creative Business Books

IT WASN’T GERMAN ENGINEERING ONLY THAT MADE THE VOLKSWAGEN BEETLE AN ICON. IT WAS A MANHATTAN ADVERTISING AGENCY, TOO.

Created in 1959 by Doyle Dane Bernbach and continued through the ’60s and early ’70s, the campaign for the Volkswagen Beetle is considered the best of all time. More than just promoting a car, it promoted a new kind of advertising: simple, charming, intelligent and, most of all, honest.

In “Ugly Is Only Skin-Deep,” Dominik Imseng retraces the creation of Doyle Dane Bernbach, sneered at by the big players on Madison Avenue because of the “ethnic” background of its founders and employees, who were mostly Jewish. Readers will then learn how the agency won the Volkswagen account and how an unlikely creative team—copywriter Julian Koenig and art director Helmut Krone—set the tone for the most admired campaign in advertising history. Finally, the book examines the evolution of the Volkswagen campaign and how advertising greats such as Bob Levenson, Len Sirowitz, Roy Grace or Bob Kuperman managed to convince more and more Americans that smaller was better. In fact, the Volkswagen campaign didn’t only fundamentally change the ethos of advertising—it also helped trigger the cultural revolution of the 1960s.

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In today’s highly competitive marketplace, a brand must tell meaningful stories that resonate with their target audiences across media channels. People want more than a utilitarian benefit-stories are ultimately what drive us to engage with brands. And we want to align ourselves with brands that are ethical and purpose-driven and that take responsibility for their actions and messaging.

This indispensable book reveals what makes brand stories “shareworthy” and guides readers through creating relevant and resonant advertising. Combining practitioner and academic perspectives, Robin Landa and Greg Braun offer a roadmap for conceiving and developing creative advertising campaigns that are responsible and inclusive-and that audiences enthusiastically share. They demonstrate that shareworthy storytelling embraces diversity, equity, inclusion, purpose, and brand activism and eschews tropes, stereotypes, and negative messaging. The book features candid interviews with expert practitioners spanning diverse global communities who share the hard-earned wisdom of their award-winning campaigns, as well as insightful case studies from major companies such as Amazon, Nike, theNew York Times, and Dove. Timely and actionable, Shareworthy shows current and aspiring marketing professionals how to craft a story, connect with the audience, and embrace social responsibility throughout.

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In the digital age, where every post, tweet, and campaign can have far-reaching legal implications, The Rules of Public Relations provides an accessible and practical guide for students and professionals in the public relations world. This book takes a deep dive into the complex and ever-evolving body of laws that directly impact the work of today’s PR practitioners. From the rise of social media giants and brand influencers to the intricacies of intellectual property, consumer reviews, and the looming presence of artificial intelligence, the legal and ethical terrain of public relations is vast and nuanced.

Structured thematically, chapters of this book address critical comparisons such as law versus ethics and PR practitioners versus lawyers, offering clarity on how these sometimes overlapping domains affect the industry. The book also discusses the importance of transparency and reputation management in the context of privacy, and intellectual property.

Each chapter culminates in a unique section that views legal issues through an ethical lens, proposing inventive resolutions to some of the most timely and challenging problems in public relations today. Readers are left not just understanding but anticipating how legal trends may shape the industry in the 2020s and beyond.

For anyone involved in the craft of public relations—whether a student stepping into the field or a professional steering through the complexities of modern media—this book is a pivotal resource, offering the foresight and knowledge to not just survive but thrive in the legal reality of public relations in the 2020s.

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In "The Brand Book: A Branding Primer," Kyle Duford, an esteemed author and the executive creative director at The Brand Leader, delves into the foundational aspects of branding with precision, wit, and unparalleled expertise. This essential guide demystifies the complex world of branding, offering readers a comprehensive overview of its critical elements-from color theory, naming conventions, and typography to visual identity and brand archetypes. Duford employs a blend of insightful analysis, practical advice, and engaging anecdotes to illuminate the principles that define successful branding. The book is an invaluable resource for entrepreneurs, marketing professionals, and anyone interested in the transformative power of branding. Through a series of meticulously curated chapters, readers are equipped with the knowledge and tools to create compelling brands that resonate with audiences and stand the test of time. "The Brand Book" also explores the psychological underpinnings of brand perception, providing a deep dive into how brands can connect with consumers on an emotional level. With a keen eye for detail and a masterful understanding of brand dynamics, Duford guides readers through the process of crafting a brand identity that captures the essence of their company, product, or idea. Featuring real-world case studies and expert insights, "The Brand Book: A Branding Primer" is the definitive guide for anyone looking to master the art and science of branding. Whether you're launching a new brand or seeking to elevate an existing one, this book offers a clear, concise, and engaging roadmap to branding excellence.

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