Marketer bookshelf: Umberto Mecchi’s five must-read books

Host-Plus group executive of strategy, marketing and growth Umberto Mecchi shares his list of books every marketer should read.

We’re avid readers, and there are certain books that can make a lasting impression on our personal and professional outlooks and, ultimately, careers and lives. So each time we interview a marketing leader for our marketer profile section, we ask them to nominate a selection of books – and not just marketing books – they recommend every marketer should read.

As executive manager of strategy and marketing at Host-Plus, one of Australia’s biggest superannuation funds, Mecchi faces one of the greatest challenges a marketer can have: getting millions of Australians to engage with a product that, for most, makes their eyes glaze over. However, through innovative thinking and a clear passion for the challenge, Mecchi is thriving in the role. Read more in our full profile on Umberto Mecchi by Michelle Dunner.

Note: The books below contain Amazon Associate links, meaning that purchases made via this site will provide Marketing a small affiliate fee. If you’re interested in purchasing one of the books Curran recommends, using these links will not only procure yourself a book that could change your career but support Marketing, too. 

 

Good to Great goodgreat

By Jim Collins

An intriguing read that examines the reasons why some companies make the transition from being average to great.

 

 

 

 

The Brand Gapbrandgap

By Marty Neumeier

Offers a new definition on branding. This book sheds the traditional strategic or creative approaches towards branding and offers a way in which both lines of thinking can unite to produce a charismatic brand.

 

 

 

zagZag

By Marty Neumeier

In his follow up to The Brand Gap, Neumeier drills deeper into the question of how brands can harness the power of differentiation.

 

 

 

 

Predictably Irrational irrat

By Dan Ariely

In this unique perspective, challenging widely accepted norms, Ariely refutes the common assumption that we behave in fundamentally rational ways

 

 

 

Obvious Adams obvadams

By Robert Rawls Updegraff

Originally a story of an advertising man, Obvious Adams was quickly recognised as presenting a germ idea basic to outstanding success in the business world.