A collection of essays by then leading edge thinkers on the how to think about brands. Includes Mark’s essay on Learning To Live Without The B-Word (picking apart the mess of stuff around ‘brand’)

Published by Kogan Page for APG
Edited with Merry Baskin (2002)

Building on the ideas from the previous two books, Copy Copy Copy champions the role of copying in innovation and creativity more generally. Apart from dealing with Elvis, cholera in Soho, the Avatar movie, the invention of velcro, the London and Sydney Riots, architecture pattern books, it shows how originality is highly overrated. Lively and practical, it shows how to use the map from IHWSH to create new solutions (using more than 100 behaviour change and comms strategies). WIth illustrations from John V Willshire.

Published by John Wiley and Son (2014)

A collection of 12 essays and interviews with some leading creative industry practitioners (film-makers, digital artists, street wisdom facilitators, advertising creatives, milliners and peripatetic strategic gurus) around what we describe as the 4 key superpowers the creative industries need now: Maker, Hacker, Teacher, Thief.

Published by Unbound
Co-edited by Laura Jordan Bambach, Daniele Fiandaca and Scott Morrison (2018)

The breakthrough book based on the simple observation that we are a “We”-species: social creatures who do what we do in response to others (real or imagined) and not the arch-individuals that economics, psychology and our me-me-me, winner takes all culture suggest we are. Groundbreaking and influential, HERD was adopted by the UK’s 2 biggest political parties in the run up to 2010 election (sorry!) and was the trigger and inspiration for a number of very successful businesses.

Published by John Wiley and Son (2007, Revised 2009)

How do people make decisions and how do things spread through populations? This book shows a simple way – based on well-established diffusion science – to characterise how people make decisions. It builds further on the insights into our social or HERD nature in the previous book – esp. what the importance of what science calls “social learning”. If you don’t know what kind of thing you’re trying to change, how can you hope to come up with a suitable intervention?

Published by MIT Press, Series ed. John Maeda
With Profs Alex Bentley and Mike O’Brien (2011)

A book that challenges some basic tenets of marketing and advertising practice – the brand idea (again), how attitudes follow behaviour (and not vice versa), how humans are more more approximate and emotional than our working models (or economics) suggest. And what to do about all these.

Published by John Wiley and Son (2002)