Books that influenced me

In this article, Manfred Abraham, managing partner of BrandCap discusses the books that influenced him.

Books that influenced me

Manfred AbrahamBrandCap

From senior positions at The Partners and Wolff Olins, Manfred moved to Interbrand London as head of the consulting team and global hospitality expert, before founding BrandCap. His experience encompasses hospitality, luxury, education, retail, consumer, media, and business-to-business branding.

1. Positioning: The battle for your mind

By Al Ries and Jack Trout, published by McGraw-Hill Professional, 1981

My degree is in art history, so as a fledgling brand consultant right at the start of my career at Lambie-Nairn I felt a little disadvantaged by my lack of marketing theory. I was recommended this...

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