Matter by Peter Sheahan, Julie Williamson PHD and Dom Thurbon is one of the best marketing and brand books for non-marketers that I have ever read. If you are a CEO, CFO, MD or business manager wanting to bring your marketing strategy in line with your business strategy, this is a great book for you!
If you are a marketer and finding yourself stuck in the campaign treadmill, read this book and jump out of promotions mode and into business value mode.
The book challenges us to move beyond the competition, create more value and become the obvious choice. The authors don't stop there though, after issuing the challenge and stating their case, they then unpack 'The Matter Model' to demonstrate real life examples of this working well.
The elements of the model include:
I just loved the balance of case studies with theory. This made it very practical and easy to follow. The authors have wrapped up the essence of branding and marketing without even mentioning those words. There is no mention of jargon or marketing slang. It is simple, real life language that articulates brand positioning beautifully.
Go and grab a copy of Matter and be prepared for the challenges and opportunities it presents. If you'll excuse me, I'm off to do some work that matters.