When you start in Account Management you may feel that to begin with all you do is glorified admin. This is natural and just the way a career in advertising starts when in Account Services. The general running of accounts is based around process, organisation and co ordination. As a result it’s not often that a young Account Handler has much to say regarding the economic science of branding. That’s the first reason why I recommend this book - as a way of arming yourself with a deeper grasp of brands and the science of branding.

The second reason is that traditional advertising (known by all those who are honest as ATL) is under pressure to perform against its measurable marketing services (BTL) counterparts.

This book teaches the value of branding and creating a brand image. Furthermore, it explains the importance of the intagible assets such as brand equity (logo, brand characteristics etc). Without these there would be no brand as no brand is built on Direct Mail, POS and to an extent Digital (other than the dominators such as ebay, Amazon etc).

A tough but important read to help you get your head around making those intagible assets actually have an economic value, which is music to a client’s ears. It’s the start of saving the art of branding in my humble opinion.