A book that gets under your skin…

The zeitgeist:

A fancy term for “collective unconscious.”

But wait! That’s a fancy term for “stuff we all know, without being able to define it or even knowing exactly why we know it.”

Hm. No wonder Chris Houchens stuck with “zeitgeist” when he wrote his new book, Brand Zeitgeist. Even the term is something we know, without being able to define it or knowing why we know it.


Brand Zeitgeist by Chris Houchens


Chris is the author of the Shotgun Marketing Blog, mentioned here at Maximum Customer Experience several times as one of my favorite places to get simple wisdom and occasional A-ha! insights on marketing. When I heard he was writing a book talking about how your business can ride the waves of the zeitgeist to develop deeper relationships with customers, I was pretty psyched. I jumped at the chance to read a pre-publication version of the book and write a little something in praise of the book… if I thought it deserved the praise.

I won’t keep you in suspense. Chris had described it as a book for marketers who are at the beginnings of creating their strategy—and for learning the basics with an easy, straightforward guide, this book can’t be beat. It deserves the praise.

True, if you’ve spent 20 years devouring every book ever written on marketing, branding, and the like, this may not cover a lot of new ground, but even for a marketing geek like me Brand Zeitgeist was a fresh way to look at the larger issues of creating a brand that gets under the buyer’s skin. If you’re more of a marketing-geek-in-training (and especially if you never want to be a marketing geek), I think you’ll really enjoy Chris’s friendly style. Here’s the (typical Kelly-humor) review I sent to Chris a couple of months back:

Peppered with practicality! Rife with real-world examples!

It’s not easy to find a marketing book where all the hype is in other authors’ endorsements. The refreshingly no-nonsense volume you hold in your hands is one. Brand Zeitgeist answers the critical question you should be asking to grow your business: What does it take to get under your customer’s skin?

Chris Houchens delivers with this thoughtful work, in the same easygoing style that’s made his Shotgun Marketing Blog a must-read for me. If you’re trying to figure out how to connect with customers when traditional marketing has lost much of its value, and why “connecting” is a whole lot more than today’s buzz word, this is the book for you.

Zeitgeist is a real zinger!

I was pleased as punch that Chris included a snippet from this blurb on the back cover of the book—because I’m happy to help convince a reader who’s on the fence that they’ll get plenty of value from Brand Zeitgeist.


Brand Zeitgeist, back cover (detail)


From first impressions, to crafting your message, to—you guessed it—Customer Experience, Brand Zeitgeist is a slim volume that will get under your skin and keep you thinking about relating deeply to your customer for a long time to come. I hope you’ll click over to amazon and give Brand Zeitgeist a try.


Grow and be well,

Kelly Erickson


P.S. Links to amazon are affiliate links. Buy a copy of Chris Houchens’ new book, Brand Zeitgeist, through these links, and I might buy a cup of tea with the proceeds one day.

P.P.S. This is not a paid review. I expect Chris is as surprised as you are to read it this morning.  😉  Wishing you continued success, Chris!