Business leaders need bold strategies to compete. In Big Think Strategy, SCHMITT shows you how to bring bold thinking into business by sourcing big ideas and executing them.
Drawing on years of advising corporate leaders on creativity and strategy development, SCHMITT explains how to bring fresh thinking into the planning process. With the tools and frameworks in this book, any leader can overcome “small think”—the inertia, risk-aversion, and narrow-mindedness that halt true innovation.
Tested by executives in a diverse range of industries, the ideas and tools presented in this book will help you harness creativity in your strategic planning process—and position your firm uniquely for success.
Marketing Aesthetics: the strategic management of brands, identity and image
(co-authored with Alex Simonson)
Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image in order to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience."