I really enjoyed the way Buying In by Rob Walker takes us deep under the skin of what a brand really means. This contrasts dramatically with what a marketing manager thinks that their brand is. Walker decodes one of marketings great mysteries: what is it about Red Bull’s marketing that makes it so successful?
Probably the most interesting part of the book however is the amount of time that Walker spends on the concept of authenticity.
Authenticity partly comes from the attributes of the business, rather than just the marketing of the business and part of it comes from the way that the consumer interacts with the brand: what values and attributes that they put on it. It is this complex brew that gives a brand authenticity and engenders trust. I am happy to recommend Buying In as a good read for marketing and branding professionals. More book reviews here.