Books that influenced me

Charles Vallance

Vallance began his advertising career at Burkitt's, working subsequently at BBH and WCRS. In 2002, he founded VCCP with Rooney Carruthers, Adrian Coleman and Ian Priest. The agency's founding client was O2, and other notable clients include, Hiscox and easyJet.

1. The 22 Immutable Laws of Marketing

By Al Ries and Jack Trout
Published by Harper Business, 1994

Why 22 Laws? I don't know – it's too many. But three or four are absolute belters including the Law of Category (which, in part, inspired the launch of Orange) and the Law of Focus; 'the most powerful concept in marketing is owning a word in the prospect's mind.' I have also already craftily used the Law of Candour in this write up, by admitting a negative about the book – thus inclining you to be more receptive to the positive things I say.

2. Alone Together