jay/day

Introducing a new jayday feature, in which I ask an alum who is still very much in the business to tell us what books we should all be reading.

Here's our first contribution, from former C/D senior account planner, Ted Nelson, who now runs his own strategic branding company called Mechanica.

Positioning - The Battle for Your Mind
-- Trout and Ries' seminal book on positioning.

Chaos: Making a New Science by James Gleick -- a book about the science of Chaos Theory, that really struck me as incredibly relevant to the modern day consumer marketing context.

Plenitude (culture by commotion)by Grant McCracken -- a brilliant book, by a cultural anthropologist dealing with the "Culture by commotion" that so defines today's consumers and segments.