Title: A (New) Brand World

Author: Scott Bedbury

Review: It's almost impossible to believe, but Scott Bedbury has helped create two of the strongest brands of our time: First Nike, and then Starbucks. So to say he has an impressive resume is an understatement. This book is more like an autobiography than a typical business book, but that's what makes it so great. Learning how Nike created "Just Do It" and how Starbucks designed its stores makes this book impossible to put down.

Grade: A

Reviewer: B. Wieder

Title: Good to Great

Author: Jim Collins

Review: This international best-seller has a very simple mission: To uncover why some companies are able to make the leap from good to great, and why others are not. Perhaps the best part of this book is the actual research that Collins and his team completed. It examines years of research and definitely has some good suggestions. It's a bit dry, and relies too much on shareholder return for company evaluation, but it's still worth reading.

Grade: B-

Reviewer: B. Wieder

Title: One Up on Wall Street

Author: Peter Lynch

Review: One of the bestselling books ever written about the stock market, this is a great read. If there's one person with a track record worth emulating, it's Lynch. This book includes several humorous stories of Lynch's days as a mutual fund manager. Its common sense approach to stock picking will resonate with anyone.

Grade: B+

Reviewer: B. Wieder

Title: The Curious Incident of the Dog in the Night-time

Author: Mark Haddon

Review: This will undoubtedly be one of the only fiction books included in this review section, but it's a winner. Anyone in business can benefit from seeing things through someone else's eyes. This book actually allows you to see things through the mind of a teenager with a form of autism. Needless to say this book will enable you to understand how a growing part of our population thinks and feels.

Grade: A-

Reviewer: B. Wieder

Title: The Tipping Point - How Little Things Can Make a Big Difference

Author: Malcolm Gladwell

Review: Probably the best-selling "business" book in the last few years, The Tipping Point isn't even a business book. And Gladwell isn't a typical businessman. This book identifies how little things can make a big difference. Using examples such as clean subways leading to a reduction in crime, Gladwell makes the case that all things need to be closely scrutinized, no matter how small. If you're looking for practical advice, turn elsewhere. If you're looking for a new way to think about business, look no further.

Grade: B+

Reviewer: B. Wieder

Title: According to Kotler

Author: Philip Kotler

Review: This book is not for the faint of heart. Now on with the review. Philip Kotler is known as one of the "gurus" of modern marketing. He published Marketing Management, the most widely-used marketing book in graduate schools. Currently, he serves on the faculty at the Kellogg School of Management. The concept of this book is quite simple: Kotler tells you his personal opinions on a variety of topics. The format is essentially a huge Frequently Asked Questions section. Although it's quite informative, it's very dry and lacking quality real-world examples. It's best suited as a reference guide.

Grade: C-

Reviewer: B. Wieder

Title: Bang! Getting Your Message Heard in a Noisy World

Authors: Linda Kaplan Thaler and Robin Koval

Review: Thaler and Koval are CEO and Vice-President respectively for Kaplan Thaler Group advertising agency. The basic premise of the book is that truly innovative advertising can greatly improve sales if executed correctly. The two KTG clients that are most often referenced are AFLAC and Herbal Essences. Most interesting, the book focuses especially on fostering a creative work environment. One of the most successful advertising agencies around, this book is entertaining, enlightening and informative.

Grade: A

Reviewer: B. Wieder

Title: Freakonomics - A Rogue Economist Explores the Hidden Side of Everything

Authors: Steven Levitt and Stephen Dubner

Review: Easily one of the most talked about books in years, Freakonomics is an attempt at using economics to study everyday issues. The authors pose questions such as "Which is more dangerous, a gun or a swimming pool?" and "How much do parents really matter?". While the statistical correlation between seemingly disparate issues is interesting, the lack of captivating writing makes this book a little tedious. Furthermore, the authors themselves conducted very few of the actual studies referenced in the book, calling into question their actual credibility. Still, for those interested in challenging conventional wisdom, this book deserves a look.

Grade: B-

Reviewer: B. Wieder

Title: Marketing Outrageously

Author: Jon Spoelstra

Review: Special thanks to promotional genius Phil Kollin for giving me this book as a birthday gift. For the first few chapters, I was unsure why anyone would recommend this book. But then, about 100 pages in, Spoelstra decided to actually tell some captivating stories that were loaded with tangible advice. It explains in simple terms how to evaluate the return on your marketing dollar and is perfect for companies that have "a champagne taste with a beer budget". If you're a sports fan, you'll enjoy it even more, as it's written by a sports marketing veteran and former general manager of the Portland Trail Blazers.

Grade: A-

Reviewer: B. Wieder

Title: Positioning: The Battle for Your Mind

Authors: Al Ries and Jack Trout

Review: When it comes to marketing books, this one's a true classic. Back in the 1980's this book was truly revolutionary, as it dealt with the theory that brands could be "positioned" within a consumer's mind. Line extensions were becoming more popular, and this book served as a handbook for handling them effectively. Unfortunately, the book hasn't been signifcantly updated since its original 1980 release and the real-world examples are extremely outdated. However, if you're considering the introduction of a new brand or a line extension with an existing brand, Positioning is a must read.

Grade: B

Reviewer: B. Wieder

Title: The World is Flat

Author: Thomas L. Friedman

Review: As one of the bestselling books of 2005, Friedman proves just how flat the world really is by releasing a revised version just months after the first edition. Packed with interesting stories and interviews, the book highlights why everyone needs to change their thinking about business in the 21st century. Specifically focusing on the rising powers of India and China, Friedman examines the new tactics required to stay competitive in today's global economy. From leveraging new technology to understanding socioeconomic trends, The World is Flat will forever change the way you look at marketing, economics, and your own career.

Grade: A

Reviewer: B. Wieder

Title: The Google Story

Authors: David A. Vise and Mark Malseed

Review: You can't talk about business in the 21st century without mentioning Google. What started as a simple search engine now includes video, e-mail, software, and so much more. Essentially a biography of founders Sergey Brin and Larry Page, this book examines how they turned a simple idea into a multinational corporation. Perhaps most interesting, the book continually highlights Google's battle with Microsoft for computing supremacy. Although the book is very thorough and includes excellent details, the actual writing is a little dry. But for a true Google fan, this book can't be missed.

Grade: B

Reviewer: B. Wieder

Title: Your Marketing Sucks

Author: Mark Stevens

Review: This book claims that successful organizations need to engage in “extreme marketing” in order to achieve greater results. As the title suggests, it challenges many widely held beliefs. If you’re new to marketing, this book will definitely provide useful information. If you’re a marketing veteran, many claims would now be considered common sense. Further, there are many claims that are just not true (Ex./ Awareness advertising is pointless). In the end, newcomers to the field should check it out but take everything with a grain of salt.

Grade: C+

Reviewer: B. Wieder

Title: Made to Stick

Authors: Chip Heath & Dan Heath

Review: After claiming to be a “sequel” to the The Tipping Point, this book seemed destined to disappoint. Surprisingly, it actually surpassed Gladwell’s best seller in overall usefulness. The reason for its success lies in a simple yet concrete formula for crafting messages that will stick with your intended audience. Although short on tangible evidence and statistics, these brothers used excellent real world examples to craft what should become a handbook for many marketing professionals.

Grade: A

Reviewer: B. Wieder