Brand Gestures

Airport reading needn't mean airport fiction. Those scared of losing market share at 35,000 ft. can pick from a range of books aimed at breathing new life into a brand. Here's a selection to check in with:

Style Watch: Rattan Revolution
Diversions: All Talk
Food: Season to Taste
Outdoors: Comfy Camping

Wordcraft: The Art of Turning Little Words Into Big Business (Crown).
How did we come to e-mail using a BlackBerry, or treat impotence with Viagra? As a fly-on-the wall at some of the world's leading brand-naming firms, Alex Frankel uncovers the thinking behind some of the most successful names.

Celebrity Sells (John Wiley &...

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