Positioning: The Battle for Your Mind book cover

B2B Word on the Street: Positioning

This Week’s B2B Word on the Street is: POSITIONING

As an Atlanta-based B2B agency, MLT Creative happens to be located in the same city as Al Ries, co-author of the famous book Positioning: The Battle for Your Mind. Upon reading it, I decided  to use our geographical proximity to put myself in “position” to meet him.

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Groundswell book cover

B2B Book Buzz: Groundswell – Winning in a world transformed by social technologies


When I think of the word “groundswell,” I recollect political pundits debating over the latest surge in policy opinions. I can hear the evening news talking heads: “With a groundswell of public support, congressional leaders today…”

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The Back of the Napkin by Dan Roam

B2B Book Buzz: The Back of the Napkin

I tend to doodle. Sometimes in meetings at our advertising agency, I scribble my interpretations of the speakers’ highlights, kind of enhanced note taking. While observing others with this similar habit, I became curious how doodling can affect or boost the creative process.

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BtoB Magazine

B2B Book Buzz: A Reading List for 2009

BtoB magazine, a well read periodical at our Atlanta ad agency, should be required reading for all all businesses marketing to other businesses. Its writers do a good job reporting the most current strategic marketing solutions for the B2B marketing niche. There are actionable marketing tools to learn and actuate in each issue.

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Made to Stick book cover

BtoB Book Buzz: Made to Stick

This book really sticks

What makes you listen to some people and not to others? What makes you remember some ads and forget others? What makes you read some articles and ignore others?

In Made To Stick, brothers Chip and Dan Heath explore what makes ideas sticky, memorable, unforgettable and repeated. Chip is a business school professor at Stanford, and Dan is a teacher and textbook publisher. They combine an entertaining blend of case studies and startling research to illustrate a practical, tangible strategy for communicating ideas so people will remember and act upon them.

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mind battle

The Battle for the B2B Mind

From the marketing classic Positioning: Battle for Your Mind, authors Al Ries and Jack Trout, challenge that the human mind is an “inadequate container.” Ries and Trout assert that, under constant bombardment of advertising and marketing, the mind becomes saturated by brands and can only hold a finite number at any one time. According to psychological studies, the maximum number of product brands we can remember for a given category,— the brand saturation point for the mind,— is seven.

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Green to Gold book cover

B2B Book Buzz: Green to Gold

As Kermit the Frog laments, “It’s not easy being green,” but Yale professors/authors Daniel C. Esty and Andrew S. Winston hand over a solid case for responding to the environmental crisis with workable green strategies and tactics. All without succumbing to negatively impacted profits.

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The New Rules of Marketing PR book cover

B2B Book Buzz: The New Rules of Marketing & PR

Do you have a favorite business book that’s streaked with highlights, scribbled with margin notes, has a broken spine, and dog-eared post-its? The New Rules of Marketing and PR, by David Meerman Scott, holds that honor on my business reference bookshelf. Subtitled How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly, this book seemed to shout at me from the shelf during one of my regular forays into Border’s business section.

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