Now read on
The Big Idea
I’m fascinated by the power of ideas to change minds among both customers and employees - so I interviewed 50 global CEOs to find out how it happens. This book was one of the first to talk about purpose in business - a concept now at the centre of management thinking.
Branding: A Very Short Introduction
Branding is essential to business, and ubiquitous in culture. Yet it’s so often misunderstood. It’s seen as logos and slogans, but it goes much deeper, and is much more fascinating. Oxford University Press asked me to fill this gap through a book for their prestigious ‘Very Short Introduction’ series.
My top five
Here’s my pick of the best books on brand – and indeed on art, chocolate and what it means to be human.