A Master Class in Brand Planning: The Timeless Works of Stephen King

Part IV

Marketing – General

The sheer breadth of Stephen’s intellect and interests are present in this selection of articles that touch on various aspects of the wider business world. His book on what makes brands successful is as relevant today as it was when he wrote it. His criticisms of marketing will look familiar to many today but as Hugh Burkitt points out, winning companies show how it should be done.

Perhaps the most relevant of all of this selection is the last article which develops the theme of the rise of the corporate brand. In many ways most of Stephen’s thinking comes together in this piece: the importance of brand building; the way companies should be structured to make that happen intelligently; and the ways in which the corporate brand should communicate itself to the wider world. It is a fitting final article.