Faculty Highlights

Fetscherin receives Axiom Business Book Award

Gelbman Family Chair of International Business and Professor of Marketing Marc Fetscherin received a bronze medal in the “Advertising/Marketing/PR/Event Planning” category at the Axiom Business Book Awards for his latest book The Brand Relationship Playbook.  

The Axiom Business Book Awards are intended to bring increased recognition to exemplary business books and their creators. Fetscherin’s book is based on his own professional experience and his research in branding over the past 15 years. The book presents an overview of the state of the art and science of how consumers feel and think about brands and what they do and say about them. Based on the empathy map, it presents a comprehensive, coherent, and easy-to-use-model that integrates more than 45 branding concepts into one. Many of the concepts are complemented with hands-on examples and useful additional tools.