Jonah Sachs, internationally recognized marketer and author, recommends a list of marketing books for communicators who want to understand their audiences better.
For those who want to geek out on brand archetypes: The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes, by Margaret Mark and Carol S. Pearson.
For those who want to expand their audiences to people who hold different values than their typical audiences: The Righteous Mind: Why Good People Are Divided by Politics and Religion, by Jonathan Haidt
For those who want to understand the dynamics of social marketing in creating mindshift: Switch: How to Change Things when Change is Hard, by Chip and Dan Heath
Jonah Sachs is the author of Winning the Story Wars, a call to arms to build iconic brands and causes in service of a better future. The book was named one of the American Marketing Association’s top marketing books of 2013.
Book your place to our October conference to see him talk about what he’s learned over a decade telling stories that have amused, enlightened and engaged millions worldwide. He’ll also do a two hour interactive sessions in which he will take participants through the concepts of audience as hero, archetype work, and help the group look at their work/business/brand through a different lens.