THE SMART ADVERTISING BOOK
HOW TO DELIVER ADVERTISING THAT GROWS YOUR BRAND

'A wonderful book to help you understand and improve advertising. Dan White knows how to simplify, visualize and communicate the most important concepts for today's advertising world.'
Professor Koen Pauwels, Distinguished Professor of Marketing, Northeastern University.

This concise guide, by the author of the bestsellers The Smart Marketing Book and the Smart Branding Book, provides insights, inspiration, and practical tips for delivering advertising that drives brand growth.
 
The Smart Advertising Book is for entrepreneurs, marketing professionals, advertising experts and anyone interested in the art and science of advertising. It introduces all key advertising concepts and frameworks, brought to life by examples from the world’s best advertisers.
 
The author’s trademark, hand-drawn illustrations are charming and enlightening. They make complex ideas easy to understand and remember, equipping the reader to develop great creative content and make the right media decisions.

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THE SMART BRANDING BOOK
HOW TO BUILD A PROFITABLE AND RESILIENT BRAND

'Better than most university brand management books.'
Professor Byron Sharp, Director, Ehrenberg-Bass Institute and Author of How Brands Grow

This concise, practical guide by the author of the bestseller The Smart Marketing Book provides insights and inspiration for you to build a profitable and resilient brand.
 
The Smart Branding Book is for entrepreneurs, students, marketing professionals and anyone interested in why brands are valuable and how they are created. It introduces all key brand-building concepts and frameworks, brought to life by examples from the world’s most successful brands.
 
The author’s trademark, hand-drawn illustrations are the book’s stand-out feature. They make complex ideas easy to understand and help readers remember and apply the principles of effective branding.
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THE SOFT SKILLS BOOK
THE KEY DIFFERENCE TO BECOMING HIGHLY EFFECTIVE AND VALUED

'I can’t think of any professional who wouldn’t benefit from this concise and useful book. I’ll be ordering a copy for each member of my team.'
AJ Rollsy, Founder at HealthPoint Research.

The Soft Skills Book is an indispensable guide for anyone eager to develop their professional career.
 
Every job requires different strengths and capabilities, but soft skills form the backbone of any successful career. These are the skills that enable you to listen to and collaborate effectively with other people, manage individuals, lead teams and run projects, communicate your ideas persuasively and build a social network that will enhance your career.
 
The Soft Skills Book is short and to the point and full of practical tools and frameworks you can use immediately to become more effective at work.

To get an idea of what the book is like, check out this 1-minute introduction, this 3-minute simulated browse or this 65-minute video.

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Buy your copy HERE​ or from other retailers. ​

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THE SMART MARKETING BOOK
THE DEFINITIVE GUIDE TO EFFECTIVE MARKETING STRATEGIES

'There are just a few books that should be on every marketer's desk. This is one of them.'
Douglas Burdett, host of The Marketing Book Podcast.

The Smart Marketing Book is a handbook for modern marketing. It provides practical, evidence-based advice and inspiration on all aspects of marketing from business, brand and innovation strategy through to communications, sales promotion and customer experience.
 
It contains no waffle nor jargon - just clear explanations and unique frameworks and visualisations that make sophisticated ideas easy to grasp, plus famous examples that bring key concepts to life. It offers the clearest summary of marketing principles and latest thinking available.
 
The Smart Marketing Book is ideal for:
- Students and young professionals looking for a rounded understanding of modern marketing
- Entrepreneurs wanting their start-up to thrive in market
- Experienced marketers seeking to fill gaps in their knowledge
- Anyone who is interested in marketing but not the tedious detail

To get an idea of what the book is like, check out this 3-minute simulated browse.

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Buy your copy HERE​ or from other retailers. ​

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PRAISE FOR THE SMART ADVERTISING BOOK: 

Truly a perfect synthesis of many dogmas related to advertising.
Alberto Narenti, Head of Advertising and Strategy, Site by Site
 
A great refresh. I've already recommended it to a colleague looking to transition to marketing.
Jason Lee Salt, Digital Analytics Manager, Alzheimer’s Society
 
Absolutely packed full of stuff to make your advertising better. It takes so much of the academic stuff and makes it easy to digest. I’m a Big fan of his illustrations on his LinkedIn too!
Sam Werngren, Regional Business Director, Creme Digital
 
I love your collection of smart little books, Dan White. They are a useful condensé of essential marketing knowledge, and the illustrations are really cool and self-explanatory.
Louisa Guelcé, Head of Marketing, Rex London
 
Dan White's new book The Smart Advertising Book is the complete, evidence-based and concise guide for advertising effectiveness.
Neil Krikul, Marketing Consultant, GoodSense
 
This is fantastic as all the others. It's smart, comprehensive - another masterpiece.
Thomas Elmer, Adjunct Professor of Marketing, West Chester University of Pennsylvania
 
The Smart Advertising Book is a useful romp through the advertising ecosystem, with loads of practical advice supported by proof points. It's both a primer for those new to the industry and a reminder to those who have worked in it for decades.
Karl Weaver, SVP, Head of Consulting EMEA, MediaLink
 
A great summary of the ‘state of the art’! It includes so many pointers on every aspect of making ads work, presented in bite-sized, easily readable, digestible chunks. Your trilogy of books should be recommended reading for all brand managers!
Steve Messenger, CEO, RedRoute International Ltd
 
If you’re a marketer worried about losing your hair, don’t go spending a lot of money on fancy serums; just buy this book. Dan’s powerfully simple way of illustrating complex ideas takes a lot of the stress out of marketing and will leave your hair looking more like Mark Ritson’s than mine does.
Johnny Corbett, Chief Marketing and Revenues Officer, KinectAir
 
Dan’s broad view of an advertising model including long and short-term effects is a great summary of some of the best of recent thinking. Anyone new to the area picking up your book would be set off on the right path.
Adrian Langford, Director of Strategy and Planning, Jaywing
 
The Smart Advertising Book could arguably be Dan’s greatest book so far. Dan provides an incredibly complete compendium of case studies, examples, frameworks, figures, historical data and factoids over 9 perfect length chapters. Whether a marketing professional or a novice Dan distils all subjects expertly and presents his ideas in an easy to comprehend style and format. The bibliography for the book runs B-Z (Binet to Znanewitz) and includes many of advertising’s key ideas from historical and contemporary thought leaders and academics.
Gareth Walters, Director of International Operations, Northern Europe & South Africa, Focus Brands International
 
A wonderful book to help you understand and improve advertising. Dan White knows how to simplify, visualize and communicate the most important concepts for today's advertising world.
Professor Koen Pauwels, Distinguished Professor of Marketing, Northeastern University
 
There are few in advertising with the breadth of insight and razor-sharp clarity that Dan has. For those new to the industry and veterans, Dan's book makes essential reading.
Omaid Hiwaizi, Co-founder, Infinity Maritime
 
This book is terrible. It's so terrible I read it twice. TWICE. And I steal Dan's cute little drawings all the time because they dumb down complex marketing ideas in the absolute smartest ways. Not recommended for people who prefer long words and long-winded explanations.
Ethan Decker, Founder and President, Applied Brand Science
 
Much marketing theory is over-thought, and in many (I concede not all) cases would benefit from a dose of common sense mixed with a thoughtful summary of the issues. Dan manages to communicate more in one illustration than some learned commentators manage in several pages. His books are a godsend for those of us with butterfly minds, as well as providing our more thoughtful and disciplined colleagues with a beautifully simple summation of what are often complicated theories.
Brian Jacobs, Founder, BJ&A
 
Leave it to Dan to bring to life in the only way he can, all the current thinking and methodologies for today's advertising landscape. A great addition to his ever-growing library of great marketing books.
Vassilis K. Douros, Head of Digital Marketing, TELUS Consumer Solutions
 
Every entrepreneur and marketer needs 'The Smart Advertising Book': Engaging, and with the signature 'smart illustrations' by Dan White, it's packed with actionable insights on every page, essential for navigating the advertising world.
Gabriel I. Agüero, Founder at Drop Music Branding
 
As companies of all sizes, from Pat's Pie Shop to Tesla, begin to realize the need to stand out from their competition to increase revenue, they need to understand how paid advertising and promotions actually work. 'The Smart Advertising Book' is a distilled manual to break away from bad, cookie-cutter guru advice to understand how brands grow through paid, earned, and owned media. Dan's fun format is easy to read, highly digestible, and should be revisited multiple times as a reference guide. Additionally, as readers realize paid promotions are only a portion of the marketing levers necessary for future success, they should also consider snagging Dan's other books for smart marketing. The Smart Advertising Book is a distilled manual to break away from bad, cookie-cutter guru advice to understand how brands actually grow through paid, earned, and owned media. It's a fun, digestible read that should be frequently revisited as a reference guide.
Phillip Oakley, Founder of Common Giant
 
With The Smart Advertising book Dan White has created an excellent compendium covering all aspects of advertising best practice. Succinct, to the point, and illustrated in Dan's unique style it is well worth reading.
Nigel Hollis, Former Chief Global Brand Analyst, Kantar
 
What I love about this book is that it takes complicated concepts, real world research and best practice and bakes them into a seemingly harmless little book. But don’t be fooled, this is heavyweight marketing stuff not for the weekend hobbyist.
There are many excellent marketing books out there, many of which sit alongside Dan’s books on my shelf. But no one has simplified all the research and best practice in such an easy way. I read Sharp, Romaniuk and Nelson-Fields but when I want other people to understand what they are on about, I show them Dan’s books. In an age where no one reads anymore we need to be fed bite sized chunks of info in a clear and simple way. Just as the consumers attention is dragged in 100 directions, so is the marketing managers’. This book gives you what you need, based on actual real-world research from the likes of the Ehrenberg-Bass institute, WARC and the IPA.
Cris Ferguson, Chief Commercial Officer, ONNA
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PRAISE FOR THE SMART BRANDING BOOK: 

On one hand, I do worry that simplified “marketing for dummies” type books don’t reflect well on our profession. On the other hand, this book is better than most University brand management books which for all their seriousness do a poor job of representing the real evidence.
Professor Byron Sharp, Director, Ehrenberg-Bass Institute and Author of How Brands Grow
 
I don’t enjoy reading marketing books much, which is why I like this one. It summarises the key principles of marketing in one handy tome, and you don’t even need to read the words. Just look at the pictures!
Les Binet, Group Head of Effectiveness at adam&eveDDB
 
If you want a brief and sensible introduction to the principles of brand building (with helpful illustrations), The Smart Branding Book is just the thing.
Paul Feldwick, Author of The Anatomy of Humbug and Why Does the Pedlar Sing?

​There is no topic marketers love to discuss more than how to grow brands and build strong brand associations. Hundreds of books have been published on the topic yet not one compares to this outstanding new book by marketing insights innovator Dan White entitled 'The Smart Branding Book: How to Build a Profitable & Resiient Brand'. From brand basics to advanced brand management theory, Dan uses his unique hand drawn illustrations and insights developed from a career in advertising, strategic communication, media & brand equity research to teach you everything important you need to know to grow your brand. Fans like myself of his previous bestsellers Smart Marketing and Soft Skills know that no one comes close to Dan’s unique and effective style of business education. I can’t wait to share this new book with my Undergraduate and MBA students!
Thomas Elmer, MBA (WCU '01), Professor of Marketing, Faculty Advisor to WESCON Marketing Consulting Group, Co-Advisor to American Marketing Association
 
In The Smart Branding Book, Dan covers the critical concepts behind successful brand building at pace. It’s a crystallization of what matters in branding by someone who’s worked with all the world-class companies over decades.
Tim Wragg, Global CEO Hall & Partners
 
Dan has created a remarkable book full of useful bite-sized ideas and visuals representing the best evidence in marketing today. It's a great book for anyone who wants to keep a reference at the side of their desk. If for no other reason, this book is worth owning for the dozens of excellent case studies. However, there are many other reasons for buying this book. Congratulations Dan on creating another excellent marketing guidebook.
Marc Binkley, Marketing Director, VistaVu Solutions
 
He's done it again. A comprehensive overview of the why and how of branding, giving those new to the field Dan's world-leading perspective, and those in the game a timely reminder to focus on all the dimensions which drive value.
Omaid Hiwaizi, Co-founder, Infinity Maritime
 
This is a stonking introduction to branding featuring helpful diagrams, well-written text, and lots of examples. I particularly appreciated how ideas from different sources are connected into a pleasing whole and the clear explanations of sometimes complex processes. Definitely one for the magic numbers bookshelf.
Dr. Grace Kite, Founder of magic numbers
 
Dan White continues to dissect our discipline with his one-of-a-kind approach by using powerful images and succinct language. This book serves as a wayfinder for practitioners of marketing, as well as professionals interested in learning more about the discipline. An excellent read!
Vassilis K. Douros, Marketing and Digital Strategy Head at Deloitte Digital
 
With his Smart Marketing brand, Dan White is an influential and important ally of marketing education. Dan takes complex subjects and, through magnificent visuals and frameworks, aids cognition and allows digestion for marketers and non-marketers alike. Dan's new brand book covers all key considerations that relate to brand and showcases learnings from Aaker to Zappos.  Upon receipt of a Dan White book, I read it from cover to cover but know that it will be referred to with much regularity and enjoyment since it has such great utility and practicality.
Gareth Walters, Director of International Operations, Northern Europe & South Africa at Focus Brands International
 
As I finished reading The Smart Branding Book, by Dan White, I was reminded of this quote from Albert Einstein, “Any intelligent fool can make things bigger and more complex. It takes a touch of genius - and lot of courage - to move in the opposite direction.” Dan’s book has a touch of genius. Brevity is it’s virtue. Pithy verbal descriptions of a lot of the theoretical concepts used by modern marketers, generously illustrated with Dan’s hand drawn visualizations of how different ideas are related to each other. These visuals are useful both as mnemonics, for remembering complex ideas, or as heuristics, or teaching models, for beginners to quickly get an overview of basic theories about the business of brand management. But it may be even more useful to experienced marketers who, in this compact form, are finally able to see new relationships between variables they’ve been thinking about for a long time. The book is a good sequel to Dan’s best-selling The Smart Marketing Book. It certainly showcases the breadth of knowledge and skills Dan gained in his prior thirty years at Kantar, as a researcher, thought leader and global research trainer. The book is up-to-date on a lot of current thinking, from Byron Sharp’s emphasis on a brand’s physical and mental availability to interesting data on the consumer dwell times on advertising running on different media platforms. And as experienced practitioner myself, on the creative research side, I was pleased to see the discussion of creative move beyond the old rational vs emotional debate, for example to acknowledge the importance of the third memory system (which psychologists have known for forty years) the procedural memory system This system is important for understanding brand rituals - such as popping champaign corks for celebrations - or for understanding why sports marketing works so well, beyond simply reinforcing brand familiarity. The book is a quick read - can be done on a simple mid-range airplane flight. But I would recommend you keep this small book on your desk, as a handy reference guide to thinking through the issues a brand must navigate to be successful.
Chuck Young, Founder of Ameritest
 
Dan's illustrations combined with on-point explanations brilliantly translate findings from complex and theoretical marketing science into something everyone in Marketing can easily access. The book should come with cut-outs as you will want to display quite a few of the illustrations in your workplace.
Matthias Höppner, Co-founder of FuturePackLab
 
I just finished reading The Smart Branding Book and was really impressed at how Dan was able to pack so many important and complex topics, into such a concise read. It is written so that anybody can grasp both the individual concepts and how they fit together. This book, along with his previous book The Smart Marketing Book, should become mandatory reading for anybody who is new to Branding or Marketing. It will allow them to build both a holistic understanding while also exposing them to some of the more complex topics and all based on evidence from world-class Marketing Scientists such as Jenni Romaniuk and Byron Sharp. As usual, Dan’s illustrations are appealing, and the real-world examples help you understand how successful brands have applied each concept. Would highly recommend you add this to your required reading if you are interested in launching, growing or revamping brands.
Jason Quehl, Senior Manager of Product Management at Amazon
 
Dan, what have you done?!! There are going to be seasoned marketers all over the world who are deeply annoyed that this book wasn’t available at the start of their careers. If I'd had this knowledge 20 years ago I'd probably still have all my hair. Please don’t contact me again.
Johnny Corbett, Chief Marketing and Revenues Officer at KinectAir
 
Branding, brand development, brand building and brand-building media and measurement. Another book from Dan White covering the home turf of marketing. As the two books before, very smart, very operational and to the point. I love it!
Dr. Matthias Rasztar, Executive Manager Marketing Excellence at Dr. Oetker
 
Dan's done it again! This book is an essential tool in understanding key concepts in branding today. As ever he explains the complex in a simple and logical fashion. If I was starting a company today I'd want this book close at hand. It's a perfect guide to understanding the dark and mysterious world of branding and how to apply some key concepts.
Tim Sparke, Partner at Congregation
 
You'll need more than one. Every time someone asks "Why should I build a brand?" - hand them a copy. Every time someone asks "How do I build a brand?" - hand them a copy. This is the most comprehensive and most accessible guide to branding available. That's right - it's approachable and complete. I'd say I don't know how Dan pulls it off, but I do know - he works damn hard at making the complex understandable.
Mark Wieczorek, CTO Fortress Brand, New York
 
Over thirty years of branding wisdom and experience condensed into a succinct 200 pages. Another tour de force from Dan White.
Nigel Hollis, Former Chief Global Brand Analyst Kantar
 
Through page after page of insights, and through highly informative and entertaining graphics (Dan White's hallmark style), this book is a clear distillation of 30+ years of experience and expertise in the space. A must-read for anyone wanting a crash course on how branding works and can drive success.
Nicolas Huber, Chief Executive Officer noopd
 
Having seen Dan’s work for around 20 out of my almost-40-year insight career, I ‘m not surprised that this book is a razor-sharp distillation of the best advice for brand builders from across the industry today.  Only Dan could synthesize knowledge into such an extraordinary package.
Graham Staplehurst, Global Strategy Director BRANDZ Kantar
 
Dan White’s done it again. As with his previous two books, he’s taken a wide-ranging topic, explored it in depth and presented it in a refreshingly clear style. Dan combines established wisdom, marketing science and personal experience, to present a practical guide to the commercial benefits of building and maintaining strong brands. The detailed references and distinctive diagrams will make this a valuable resource for both branding experts and beginners. I certainly learned a few things from it.
Paul Lewis, Head of Strategy Fellowship

Dan has done it again! Bringing together the information you need to know on branding in a quick and enjoyable read.
Ian McGrath, Global Media Director at PokerStars
 
Your work helped me pass my CIM professional diploma! Often, you just want the 'crux' rather than the academic description, so it's been of huge help.
Zoe Dowthwaite, BD Manager - People Platform at Gateley
 
So clean and sharp! Really fun and insightful at the same time.
Rohith Sundararaman, Trading Head - Key Clients (West) at Wavemaker
 
I love how you take insights and turn them into simple and powerful visuals. THANK YOU!!
Pierre Bouvard, Chief Insights Officer, Cumulus Media, Westwood One
 
Nice book. I worked at Coca-Cola Company for 9 years and it would be a training manual for their marketing department.
Michael Wolfe, Marketing ROI expert
 
Your take on brand strategy and your way of illustrating your points are second to none.
Fady Allan, Marketing Manager, Red Bull
 
I'm not a huge reader, but Dan's style makes a lot of complex topics easy to digest and act on with his simple but incredibly clear visuals.
Josh Lebovitz, Associate Director, Data & Analysis at Digitas North America
 
Your illustrations are unique and I’ve shared your book with multiple people after hearing you on the The Marketing Book Podcast.
Peter Sumpton, Marketing Consultant
 
Your illustrations are very inspiring. It makes the complicated simple to understand and explain to others.
Rasmus Vind, Marketing Lead, Kia Danmark
 
Brilliant! Respect.
Siddharth Sharma, Record Producer
 
Love this! I've followed you for a long time now - your work is amazing.
Nadia Rana, Senior Brand Manager at Brtivic
 
Brilliant book. Loved it.
Andrew Holland, Head of Organic at Embryo

If, as the old adage has it, every picture speaks a thousand words, then Dan White’s conveniently pocket-sized title is an encyclopaedic tome masquerading as a short and snappy guide.
Patrick Woodman, Editor of Dialogue Magazine
 
The Smart Branding Book is a really comprehensive guide to branding but so easy to read and digest, with recent, relatable and recognisable examples for reference.
Vikki Ross, Expert Copy Writer
 
The Smart Marketing Book - I present and recommend it frequently to my students. A handy complement to course literature.
Carl Peyron, Head of Strategic Brand Management programme, IHM Business School
 
I highly recommend this book to anyone who has trouble understanding marketing concepts. Dan has a true talent for breaking down complex ideas into simple and visually stunning illustration.
Karen Townsend, Social Lead EMEA at TikTok
 
It's a great read. It takes a subject which is very complicated and breaks it down into easy-to-digest chunks and the references and examples are great. 1 million times better than the branding books that I read as an undergraduate.
Mike Weir, Head of Behavioural Research at Jaywing
 
Your humble and professional attitude is a treasure in the marketing world. Hope the book is rocking!!!
Massimo Giunco, Senior Brand Director, Nike
 
A brilliantly accessible overview/reminder of all things branding.
Louise Dowding, Marketing Director, SThree
 
It presents a crisp summary of otherwise voluminous books on brand management.
Arun Sharma, Chief Marketing Officer at Pramerica Life Insurance
 
The Smart Branding Book so succinctly and clearly communicates much of our best contemporary thinking by the greatest brand minds that you don’t really have an excuse not to read it.
Alex Murphy, Founder of Consultant CMO
 
Fantastic collection of insights and illustrations that summarise all key branding concepts.
Gavin Merriman, Strategic Brand & Marketing Leader at LVMH

PRAISE FOR THE SOFT SKILLS BOOK: 

'I've been devouring The Soft Skills Book recently to help me with my new role, and already found it really helpful in managing my new team. It reminds me so much of our time in the MB Europe team and the activities you'd get us involved in during our team meetings - definitely my happiest days at Kantar!'
Danielle Hobday, Director of Marketing - Europe, at quantilope

''This little treasure of a book breaks down all the soft skills that every professional needs in order to succeed. The complex is made super crisp and simple with practical ideas and engaging visuals. Want to be better at presenting, pitching, storytelling, team leading, project management, networking, workshopping and so much more? IT IS ALL IN THERE. And what I love is that Dan doesn't sell you any branded approach or proprietary Framework.'
Barbara Cador, Vice President, Growth Officer Europe at Behaviorally

'A wonderful book that I would say every professional must read.'
Kenneth Sequeira, Deputy Director, Human Capital at Myntra
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'We were just talking the other day about how we love the look of The Soft Skills Book and how powerful the visuals are. A great read!'
Laura Richmond, Head of Growth at Jester

'I really enjoyed The Smart Marketing Book so this is definitely on my shopping list!'
Andy Bargery, Marketing Consultant and Tutor

'The Soft Skills Book is solid gold. So many actionable tips and tricks for everyday business situations. I'll recommend it to all my colleagues.’
Dr. Sebastian Wolf, Unit Creative Director at Territory Webguerillas

'Being successful in business (and maybe life) is frequently about mastering just enough to comfortably navigate the broad and the deep. Or in other words, being able to connect the big picture with specific, detailed actions. This is usually at the heart of both personal and organizational transformation. The thing I love about “The Soft Skills Book” is that it effortlessly straddles this divide, balancing scope with practical, sage guidance on the skills you must have at work to succeed. To declare my interest, I've known Dan a long time. Still, this shouldn't stop anyone from buying what is an excellent read. Whatever stage of your career, you'll discover something that will make you more effective.'
Tim Wragg, Advisor & Non-Exec/Chair
 
'Dan’s relaxed tone and illustrations achieve the right balance between getting to the point and being easy to read for tricky business subjects.'
Ian McGrath, Marketing, Media & Communications Consultant
 
'Dan has done a great job building a 'reference library' of well explained ideas that can help anyone develop the skills that makes them, and their business, work better. The book does an incredible job of reminding us to take time to look at some of the most important, yet 'invisible' forces and processes that shape how we connect, collaborate and work. If you're like me and believe that emotional intelligence and diversity are advantages in the workplace, then you'll love having this book at the side of your desk. Dan has created a comprehensive field book full of practical and helpful business advice on how to manage people, run effective meetings, build better presentations and manage projects.'
Marc Binkley, Vice President for Digital & Marketing Strategy at Anstice Communications
 
'A really nice, succinct snapshot of soft skills put forward in an authentic tone of voice and with the right balance of ideas and practical advice. A quick glance at the crowded business section in any book shop tells me that there is no shortage of information and opinions. Indeed, my own bookshelf already holds many more “must get to reading that” as opposed to the smaller collection of “read it and loved it” titles. It’s for this reason that I recommend books cautiously, and why I mostly focus on books that either introduce an important new idea, or even better, neatly collect and combine proven ideas to show how I can apply them today. Many people will already know of Dan White thanks to his use of visual illustrations to effectively communicate often complex marketing concepts into a simple, single diagram. In his latest work, Dan brings these same visuals back to do a stellar job of outlining the soft skills needed in business, explaining why they are important, and how to use them properly. Free of fluff or unhelpful jargon, this book authentically zeroes in on those qualities that seem to be innate in those businesspeople we most admire, and shows how these skills can be naturally adopted into our own work life. Don’t expect wordy jargon or impractical opinions. It’s more like a compass to guide you through those everyday work experiences to not only be more successful in your work, but to be left feeling more efficient, effective, and fulfilled in what you do. I’ll be giving a copy of The Soft Skills Book to each person in my team, and re-reading it again myself. I can see this becoming a sort of Bible of Everyday Work.'
AJ Rollsy, Founder at HealthPoint Research
 
'This book is full of awesomeness. It sheds loads of very useful, simple frameworks to improve your thinking and decision making. I highly recommend it.'
John Acton, Managing Partner at DPI
 
'Clear, straightforward and practical. Illuminated by the author’s excellent diagrams.'
James Hankins, Founder at Vizer Consulting
 
'I'd have benefitted hugely from this early on in my career and when I started managing people. It also acts as a very handy refresher, along with some genuinely new ways of looking at things.'
Paul Lewis, Head of Brand Strategy at Fellowship
 
'This book is a great guide. It's visual, to the point, and full of ideas on how to approach things. It's also super easy to digest. You can start at the beginning or go to the sections that are most relevant to you at any given time. I'd definitely recommend it for both personal and professional inspiration.'
Gemma Butler, Marketing Director at The Chartered Institute of Marketing
 
'The ability to make the complex simple is a rare talent. Dan's done that previously in Marketing. He's now brought his brilliant drawings and writing to soft skills - those human fundamentals we all know are important but often neglect. How we live, communicate and work better. I wish I'd had this when I started out.'
Tim Sparke, Founder of Congregation.io
 
'Jam-packed with much concise and valuable information. I love the no BS approach - only the important stuff without the pretentious buzz-words. Genuine, honest and gutsy information that would be beneficial for any manager or person wanting to get to the next level in their career.'
Angela Argyrou, Marketing Manager at Chempro Chemists
 
'Very accessible and digestible with lots of bite size tips and guidance. An ideal aid for people to dip in and out of when the need arises.'
Rebecca Wynberg, Founder and Head at Sadek Wynberg Research
 
'I love The Soft Skills book! It’s the perfect companion book to Smart Marketing. I recommend both books to all my graduating seniors. Similar to his innovative Smart Marketing book, Dan breaks down every critical soft skill my students need to use to succeed in the marketplace. Each principle is illustrated in Dan’s unique style to make it easier to understand and apply. Every important soft skill is addressed - managing yourself, building teams, managing others, project management, effective presentations etc. I wish I had both these books when I was starting my marketing career.'
Tom Elmer, Adjunct Professor of Marketing, West Chester University of Pennsylvania
 
'A comprehensive reference of essential tools. A great balance of clear visuals and practical advice.'
Elvin Turner, author, Be Less Zombie: How great companies create dynamic innovation, fearless leaders and passionate people
 
'The Soft Skills Book is extremely useful, practical and very relevant for our business. I look forward to buying it for my team.'
Dr. Maria Darma, Managing Director at Kantar Insights Belgium
 
 

PRAISE FOR THE SMART MARKETING BOOK: 

'One of the most engaging and easy-to-read business books I have ever come across.'
Steve Pockross, Verblio CEO
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'Without doubt one of the best marketing, brand strategy books I have read - the quotes suggesting that “anyone, whatever their maturity of knowledge of marketing & brands can benefit from this book” are spot on. I loved it & thoroughly recommend to anyone in the customer experience world!'
Lee Whittington, Strategic Account Executive, Thunderhead.

'I think that The Smart Marketing Book by Dan White is THE book for marketers. I would define it "the new classic". Practical marketing strategies with a reference to marketing basics. A good way to start for newbies, a nice way of refreshing ideas for all the ones that still have the Kotler's book on the desk..'​
Salvatore Publiese, CEO at The Fool.

'Bloody brilliant! A super pocket guide to recap old learnings, with brilliant illustrations. If you're new to marketing or a seasoned pro who needs a refresh, you should get yourself a copy.'​
Helen Christopher, Global Marketing Director, Verisk.

'A brilliant read!'​
Buckley. Executive Managing Director, EMEA - Kantar Profiles.

'I plan to buy your book for my whole team. I think it is so smart but simple enough for people with less experience to understand.'
Sarah Briscoe, Vice President Global Qualitative solutions at Schlesinger Group

​'The Smart Marketing Book is excellent. Really easy to get into and refresh on the core principles of marketing. As a result, I've pre-ordered 'The Soft Skills Book'. Keep up the great work.'
James Sinfield, Former Digital and eBusiness Lead, Nestle Beverages, UK & Ireland

'I absolutely love The Smart Marketing Book. It is just a fantastic summary of the essentials a marketer needs to know (but many unfortunately don't).'
Robert af Klintberg Ryberb, Co-Founder, Kapero

'Fresh, clear and informative.'
Rebecca Wynberg, Market Research Consultant, Founder of Wy

'This book is a must-have for any marketer, whether you’re a CMO, Marketing Manager or aspiring marketer. It contains dozens of hand-drawn illustrations of classic marketing frameworks and contemporary models. This is the handbook you need on your desk to help you tackle any marketing challenge you face.'
Ty Hayes, host of Lean Mean Marketing Teams podcast
 
'There is so much good stuff in here that you could pick up the book at any stage of your career and go - I’ve heard about this kind of thing before, but I’ve never had a concrete example or a moment to focus on just that. The Smart Marketing Book provides that moment.'
Marc Binkley, host of the A-Cast podcast

'I'd recommend the book to any exec. Go away for the day (with no phone) and let it open your brain. Start with a clean sheet of paper and let a tonne of unbiased ideas flood in.'
Enda Beslin, Founder and CEO at Disrupt The Chain

'This belongs on your desk along with How Brands Grow Volumes 1 and 2, Distinctive Brand Assets and the Psychology of Persuasion. I Loved! Loved! Loved! it. It is brilliant in its approach in the stories it tells through the illustrations. Radically different from what is typically found in marketing books yet impactful insights are shared on each page.’
Tom Elmer, Adjunct Professor of Marketing, West Chester University of Pennsylvania

'Wow! In a very short time, The Smart Marketing books not only conveys most of the good marketing wisdom out there, but also do it in a very visual and easy-to-read style. Besides marketers who want to get smarter, I think the book is also VERY appealing to people in big tech companies who have no marketing training or experience but find themselves in marketing roles.’
Professor Dr. Koen Pauwels, Distinguished Professor of Marketing at Northeastern University
 
'This is probably my favourite marketing book of the year, and one of the best of the past few years. It’s not easy to be incredibly comprehensive and fact-based, and at the same time visual and digestible, but The Smart Marketing Book does just that. I highly recommend it whether you’re a new marketeer learning the ropes, or if like all of us you could just use a refresher. This will be required reading for my students next semester and is the best 20 bucks you’ll spend this year #unsponsored.’
Andrew Mushing, Manager of Marketing Excellence at The Hershey Company
 
'One to dive into when you need that bit of inspiration about the logic or magic of marketing. This happily sits alongside Kotler and Davidson.’
Sonia Johnson, Director of Consulting at Quantic
 
'A super handy guide to many aspects of marketing. It's packed with helpful, hand drawn models and tables. Plus, the text is clear, informative and concise. It's also remarkably wide-ranging for such a small volume. Very few marketers won't learn something from it. Very many will benefit from having it as a handy reminder to things we've forgotten or are a bit hazy about.’
Paul Lewis, Head of Brand Strategy at Fellowship
 
'Diagrams, supporting facts and examples are lucidly explained. Powerful articulation and simplicity to cover the content flow make this book a perfect gift for faculties and students in management schools.’
Pranamita Mukherjee, Visiting Faculty Member at Jamnalal Bajaj Institute of Management Studies
 
'An intelligent, comprehensive and clear review of marketing principles.’
Nigel Hollis, Chief Global Brand Analyst at Kantar
 
'A must for marketers. It's absolutely recommendable.’
Matthias Rasztar, CMI Director, Unilever
 
'The distilled insight of a career at the sharp end of marketing strategy.’
Omaid Hiwaizi, Co-Founder at Magma Maritime
 
'With engaging visual mnemonics and clear, to the point copy, Dan White has demonstrated that he is a master of the art of making things simple in this useful little book.’
Chuck Young, CEO Ameritest
 
'Very clearly structured and written, with new ways of presenting novel but also some well-known concepts, using witty and stylish drawings. Very useful for those who would like to have a big picture of what marketing is about and at least equally useful for someone to get a recap or a refreshment of familiar ideas and concepts.’
Dimitri Pisarsky, MD Millward Brown A/R/M/I Marketing
 
'Read this book and you’ll be well equipped to succeed in Marketing regardless of how the world evolves.’
Sarah White, Senior Global Insight Manager, Britvic.
 
'A great introduction for anyone new to marketing, but equally, a valuable reminder and prompt for the more experienced business reader too.’
Charlotte May, Group Head of Customer Research at Legal & General
 
'Written in a hugely informative but never stuffy style, Dan's words are beautifully complimented by the self-penned infographics that he has become recognised for. Read it - you'll pick up something new, for sure.’
Duncan MacConnol, Joint Managing Director at Quantic
 
'I no longer have the time to pull out trusty copies of Kotler, Reis or Covey. Like the man that originated these, I find them appropriately sophisticated for our complex times, while somehow retaining an immediacy and pragmatism that makes me feel smarter.’
Cliff Nichols, National Head of Insights and Marketing, Cox Architecture.
 
'Great for those that don't want to drown in data and evidence but want to understand, and share, some of the most important principles in marketing, in a way that's easily absorbable.’
Richard Bambrick, Senior Consumer Insight Manager at Pentland Brands
 
'I loved it ... very concise and very relevant for all marketeers.’
Komal Sahni, Global Strategy and Insights Lead, Streetbees
 
'Love the simplicity, visualisation and compactness of it. Very impactful frameworks too.’ Prashant Kolleri, Leader - Customised Intelligence at Nielsen South Asia
 
'I knew some of the models, but not all. This makes it useful for both learning and referencing.’
Ali Azeem, Partner at IPSOS
 
'It's a great book. It's clear and easy to read, in nice bite-sized chunks. Something I'll be referring to a lot over the coming years, no doubt.’
Ed Coke, Founder and Owner at Repute Associates
 
'A concentrated journey in how to practically solve an array of marketing puzzles.’
Tim Wragg, CEO North America Kantar
 
'A veritable feast of marketing ideas. Whether you’re a student or a pro, Dan White has produced a smart guide to effective marketing, fusing latest thinking to foundational knowledge through a series of clear and simple frameworks.’
Darren Bhattachary, CEO Kantar Insights UK
 
'This is a great book. It’s a distillation of a career’s worth of learning into something even a newcomer can understand. I found something useful on every page.’
David Chantrey, Transformation Director at Kantar
 
'I wish this book had been around when I was coming through the ranks, trying to assimilate all the fragments of marketing thinking thrown at me.’
Richard Clissold-Vasey, Transformation Director at Kantar
 
'A really good helicopter view of the marketing process.’
Simon Boswell, Owner at Brandsight.org
 
'It's a must have book.’
Rahul Chawra, Chief Consultant at Decode Strategy Labs
 
'This has a special place alongside my 'starting a new business for dummies' book for when I make tracks of my own. Although each chapter is quite concise, it doesn't lose any effectiveness for me and I've found it of practical help already.’
Chris Mason, Skyscanner
 
'It's a cracking resource, distilling some pretty complex stuff into some great frameworks and illustrations. I've already drawn on it with my current client base, and it's really useful.’
Huw Williams, Research Director, InSites Consulting
 
'Very accessible (meme-able!) and covers so much ground. Nice work.’
Adam Short, Co-founder at The Point
 
'I've found The Smart Marketing Book amazing. Written is a very simple and actionable manner, connecting the dots among theories and approaches.’
Leonardo Viola, Account Executive at The Integer Group
 
'It’s an amazing & insightful book - very easy to read!’
Víctor García del Barrio, Group Managing Director at Padre Group
 
'Great book. So smart.'
Dr. Sebastian Wolf, Unit Creative Director and Territory_Webguerillas
 
'Absolutely LOVE the book! Such a handy, compelling reference.’
Rachel Bagwell (Packe), Kantar
 
'Great to be reminded of some really key principles in such a digestible way.’
Nicole Duckworth, Kantar
 
'Love it. It's really accessible and like the way it simplifies complex concepts.’
Gareth Rees, Kantar
 
'I absolutely love the simple but powerful frameworks that can be practically applied – something I’m finding super useful.’
Mark Webster, Kantar
 
'Simple, clear, powerful, no nonsense. Amazing little book, cleverly. A fun and enjoyable read for one and all.’
Akjila Ventkitachalam, Kantar

'A delight. It is hard to get to such simplicity'
Nick Kendall, Founding Partner - Electric Glue and The Garage Soho