Recommended reading: The power of empathy and standing out online

Marketing Week reviews the latest books, blogs and industry articles for marketers.

books reading

Compassion Inc: Unleashing the Power of Empathy in Life and Business

by Gaurav Sinha

Have you ever wanted to learn how to create a successful business while being a force for good? Or how to future-proof brands in a post-materialistic world while living a compassionate and mindful life?

In this book, businessman and entrepreneur Gaurav Sinha, who began his career in a clothing sweatshop in Delhi, aims to inspire readers to transform their world by adopting fresh perspectives on success in life and business.

He explains how he has experienced success through using his own business philosophy based upon the power of empathy and by focusing not only on profit but on prosperity, while also delving into how businesses can tackle issues from lack of trust to sustainability.

Advertising only ever works by consent

By Richard Huntington

“All of a sudden, the world of marketing has got very polite indeed”. Well, according to Richard Huntington, chairman and chief strategy officer of Saatchi & Saatchi.

The post explores how marketers would once bombard consumers with information until GDPR kicked in last May and sent the industry into a panic. However, according to this post we are glossing over another and perhaps more important form of consent, whether society agrees that it is okay with advertising, at all.

“For the truth is that advertising can only work if society permits advertising to work,” he says.

Huntington also acknowledges marketers have a tendency to explore individual consent during conferences and webinars while ignoring the importance of nurturing social consent.

READ MORE: Advertising only ever works by consent

Stand Out Online

By Julie Montagu

Wellness guru and author of Recharge, Julie Montagu, discusses how to better present yourself online and stand out from the masses. She says: “Whether you’re an entrepreneur, executive, expert or employee, how you present yourself online has a huge impact on your professional reputation.”

To help pull together her latest book, Montagu draws on a combination of technical know-how, insider tips and interviews with online influencers and business people to explain how best to stand out online.

Stand Out Online aims to provide readers with a guide to creating a powerful and influential personal brand.

501 Contemporary Lessons from a Vintage Case Study

By Jim Carroll

In a recent blog post, Jim Carroll casts his mind back to the 80s and 90s when Levi’s campaign for its 501 jeans, created by agency BBH, was heralded as one of the most memorable campaigns to hit the advertising world.

Carroll, a long serving strategist and former chairman at BBH, explores how the jeans giant had the confidence to target British youth despite being a quintessentially American label.

“The sensible decision might have been to back away. Or at least to launch a style more in keeping with contemporary tastes,” he writes.

Throughout the blog post Carroll delves into how Levi’s turned its 501 jeans into a design classic and why the ad stands the test of time.

READ MORE: 501 Contemporary Lessons from a Vintage Case Study




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