Thanks to everyone for the great discussion at journal club today. If you’d like to learn more, Marc Kuchner has a website where he posts about science and marketing issues on a regular basis. I also mentioned that he had a number of references in his book, so here’s a quick list of some you might find interesting:
- Peter and Olson. 1983. Is science marketing? Journal of Marketing 47(4):111-125.
- Frankel: Nice Girls Don’t Get the Corner Office (archetypes)
- Ries and Trout: 22 Immutable Laws of Marketing
- Heath and Heath: Made to Stick (branding)
- Tufte: Visual Display of Quantitative Information (also endorsed by VP Lauren!)
- Levine et al.: Cluetrain Manifesto (explores markets as conversations)
- Derek Sivers: Attending a music conference? Here’s the REAL way to do it (good advice on maximizing your experience at any conference)
Although it wasn’t mentioned by Kutchner, Oglivy on Advertising has a lot of useful rules of thumb about visual presentation, text, etc. and is where the dark text/light background tip came from.
As an aside, Andrew Read did a lab blog post about how your paper titles can affect your citation rate, and the conclusions of the papers he cites dovetail nicely with what we talked about today. If your “customer” is someone who is looking for a paper to cite to demonstrate a talking point, wouldn’t a title that includes that talking point be, more often than not, what ends up being cited?