Alpha Dogs

If you’re interested in campaigns abroad or marketing campaigns in the corporate world-it’s a pretty good read.  The individuals who made up The Sawyer Miller Group were masters of branding and spin who knew that people would only believe so much.

Their involvement in the Coca-Cola/Pepsi wars and campaigns abroad are the most fascinating to read about. Campaigning abroad has always sparked my interest and it was good to read some inside opinions of those who’ve worked them on the ground.  From their point of view, campaigning is the same everywhere because all people are fundamentally the same. The winning battle is always over the hearts of the populace and not their minds. People don’t like to be told what to think, but they can be led what to think.

FYI: This is one of those books that when you’re halfway through you’re thinking  “OK- I’ve got the point.  End already.”  I would recommend reading chapters 1-6.


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