Marketing and Literature: Creativity… by the book.


“A book must be an ice-axe to break the seas frozen inside our soul.”
- Franz Kafka


Promoting literature consumption would seem a fruitless effort in countries such as Mexico, where average annual reading levels do not even reach three books per capita. These numbers do not provide an accurate reflection  on a multimillion dolar industry that stands out for its marketing and advertising communication activities.

On the other hand, reading happens to be a formal and boring activity for most of the population. Same appreciation extends to the methods traditionally used to promote the publishing industry - fairs, conventions, presentations, public readings. All this taking place in venues such as theaters, libraries, cultural establishments, among others. Same functions that, somehow, are held among the people involved and, definitely, turn out to be quite attractive and fascinating to those who have a reading habit and are familiar with those environments. In other words, we are dealing with an offer that does not reach out beyond its own circles.

But what about attracting new readers? What about the seducing through an industry to those who refuse to even open a book? (And not to mention the fact of buying it.)

It is true that libraries, publishers, authors and developers face an increasingly difficult market with other economic priorities; survival in this industry is extremely difficult, resources are limited or insufficient and to put it simply, people just don't like to read.

This is where creativity plays a fundamental role. A role in a game in which just a few brands dare to invest in unconventional activities and bring literature to people in a witty, entertaining, direct - and far from all the elitist-  traditional efforts that are so characteristic of the industry. With this, they show that reading is fun and a joy, available for everyone; letting words reach where our prejudices can’t even poke out.

The use of alternative media and technologies - coupled with an openness to new ideas and experimentation - is taking place gradually among the different companies involved in the production, distribution or promotion of books around the world. The recent case of Argentina, where they faced a reading crisis during the past  few months due to a ban on books produced abroad, caused a reduction on the flow of reading material to more than 70%.  An initiative implemented by domestic producers in order to promote the consumption of domestic literature and authors.

Investment in advertising creativity is not exclusive for large corporations, nor is ubiquitous media outputs through costly and colossal campaigns. As books teach us, truly transcendent things can also be implemented with imagination.

Marketing and advertising, as creative disciplines, often feed from the arts and their authors. They share a common factor - the exploration of a verbal and graphic language in order to communicate a message - and are inspired and developed from ideas that stem from inspiring resources, such as  literature, in this case.

Books are the perfect example of human imagination. There should no reason as to why they should not be used to promote themselves.

Enjoy reading.

 Check out these other great examples:

Welcome to the new More Than Branding!


After two years since our first post, we thought we'd celebrate by bringing you a new and improved More Than Branding. Packed with your favorite news and info, but with a fresh new look!

Kudos to the awesome team that made this happen and thanks again to all of you for your undying support. Hope you like it as much as we do! Welcome!


11 Mouthwatering Menu Designs


When it comes to a good ol' night out on the town, nothing beats a fabulous dinner. And if you're like me, chances are you'll notice every aspect a restaurant has to offer - concept, service, music -  but especially the menu. You see, when it comes to restaurant branding, menu design speaks volumes.

Eating out is not just about satisfying a need, it's about the experience itself. For many restaueurs, menu design is as important as the food. In the end, it's not just about what you offer; it's about how you offer it. Every detail counts. Menus, which play an important role in the portrayal of the concept of a restaurant, are also a great way to imagine the quality of the food. Functionality, tone, legibility are all essential - for they are one of the most fundamental aspects when it comes to your "brand" package - constantly seen by your customers.

In light of that fact, here's a list of enticing menus for you to enjoy:


Barcelona, Spain.

The King's Men

Applecross, Australia.



Philadephia, USA.


Gallo Pinto

Santo Domingo, Dom. Rep.



Mathias Dahlgren Restaurant

Stockholm, Sweden


Axis Café

San Francisco, USA.


Schiller's Liquor Bar

New York, USA.

Ministro 1153

Sao Paulo, Brazil.






Medellín, Colombia


For Enden Af Gaden

Viborg, Denmark



Here's a collection of vintage menus from Jericl Cat's Flickr accout: (Check out his profile for more)





* Credits to: Freddy Janna/Gallo Pinto Café, DesignTaxi, Behance, Art of the Menu , Jericl Cat.

The Revolution of Brands…

"Every revolutionary idea seems to evoke three stages of reaction. They may be summed up by the phrases: 1- It's completely impossible. 2- It's possible, but it's not worth doing. 3- I said it was a good idea all along." -  Arthur C. Clarke

Our history has been significantly marked by the revolutions that have taken place in it. These are events that transcend in such a way, that diluting its effect could ever be achieved - at least for short periods of time. Whether political, ideological, technological or moral, revolutions stir the waters of a status quo that may seem to be comfortable for many, but also harmful and obsolete for many others.

A revolution is a part of society’s natural evolutionary process. It is a sharp manifestation of a radical change of thinking and acting in a collective entity, victim of its own methods and systems. Revolutions represent the excitement of a repressed dissent, but nonetheless always fed.

As culture changes, marketing and brands are not immune to these events. Consumers are increasingly rebelling against traditional brands, which they ignore with a more strident disdain in their primitive forms of communication and offerings.

Nowadays, in order to be successful, a brand must create its own revolution. It needs to alter consumers' view on the market, and therefore, the way they communicate. A brand must be self-critical in order to find a way to be truly transcendental and live up to it its expectations. It must establish trends, break paradigms and rediscover itself constantly if it wants to be at the head of the game.

The only way for brands to do this is by rebelling against old traditions and ways, and by questioning its practices and decisions. It means it has to be in a constant state of discomfort, and not establish roots with any method.

Here are some variables to consider when carrying out revolutionary ideas. This exercise is not intended to establish a "law" or final parameter. The reader is free to add, replace or correct any mentioned variable:


Brands must be willing to take calculated risks. Most of current strategies are based on previously known ideologies and roads already traveled. Revolutions demand certain risk though facing uncertainties and the capability to implement corrective actions immediately.


Fundamental practice of discovering new forms of communication and bonds with the consumer. The brand that does not experiment is headed for obsolescence, halting it from developing things beyond what its always done. Making it not able to embrace its possibilities, innovate and stand out in the marketplace.


Every brand effort should represent a true value to the consumer. People do not buy products if they do not perceive value from it. Whether its stems from the characteristics of the product itself, its communication strategy or promotional offer, every variable must be designed to generate a higher perceived value far above even the actual one.


A revolution is not synonymous of waste. Resources should be optimized and targeted towards the strategies that create more engagement and impact. Communication should be timely, accurate and relevant. Simplicity is certainly a an aspect to consider.


Brands must inspire love to the consumer in order to create a strong emotional and irreplaceable bond. A revolution doesn’t take place without a considerable number of followers convinced and in love with an idea.


Brands must become something unique and a symbol for the individual who uses it. People like to think they are one of a kind and products need to reaffirm this sentiment.

Try, and try, and try, and try…


Brands cannot only perform monologues during these times. Customers should be involved in every effort set forth by organizations. They need dialogue.


A revolutionary idea cannot progress without optimism. This is the main fuel and inspiration to take action and implement strategies. It's also the boost that keeps us standing and making things happen.

Don't being frightened!