In 2020, The B2B Institute from LinkedIn published a report called “2030 B2B Trends: Contrarian Ideas for the Next Decade”. Here’s a summary of five themes that the paper covers.

Since 2010, Professor Byron Sharp’s book How Brands Grow has become one of marketing’s most influential texts. It concludes with 11 law-like patterns, discovered by analysing data spanning many decades, countries & categories. I’ll summarise the laws, along with a supporting quote, here.

In Seducing the Subconscious Robert Heath makes a counterintuitive claim: The less attention an ad receives the more powerful its affect. The book supports the theory with research on attention, processing, filtering, learning and memory. This post summarises the research as well as Heath’s provocative conclusion.

Back in 2019 the LinkedIn B2B Institute commissioned the first-ever B2B cut of the IPA dataset. In the report that followed, Les Binet and Peter Field explored the 5 principles of growth in B2B marketing. Here’s a summary.

Decoded: The Science Behind Why We Buy, by Phil Barden, ends each chapter with a one-page distillation. I’ll use these 6 pages to summarise the book for those who haven’t read it.

I recently finished reading Building Strong Brands (1996) by David Aaker. It finishes with 10 guidelines that provide a good overview of the book’s main themes. I thought I’d summarise them here in case others find them useful.