Bestseller lists? Forget them. We want to highlight the books that really matter, and we want your help. Here's how to play Book Club, Fast Company style:
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Purchase and read the FC Readers' Choice Award picked by you, our readers.
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Discuss the book with other readers in our online discussions or at a Fast Company Book Club Meetup event -- or start your own face-to-face discussion group.
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Vote for next month's book. We'll give you 3 choices that align with our mission: to help you work smarter and lead better. Browse the excerpts and vote for your favorite.
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 MARCH'S FC READERS' CHOICE AWARD
Brand Sense : Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound
by Philip Kotler and Martin Lindstrom
Brands are about seduction. Just as in personal relations, the best companies use all five sensual dimensions -- touch, taste, smell, sight, and sound -- to woo you. If they make a personal connection, it leads to impulsive acts of devotion such as getting a tattoo of your beloved. Brand Sense, then, is a rather alluring diary of how to establish that kind of love. At the core of the book are a host of savvy insights centering around Lindstrom's belief in branding as a ritual and, at times, even a religion. Lindstrom's ideas may not catch on, but like any good brand, they're sexy, smartly packaged, and sure to spark debate.
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VOTE FOR MAY'S BOOK OF THE MONTH
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Winning
by Jack Welch with Suzy Welch
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2
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In the Bubble : Designing in a Complex World
by John Thackara
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3
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Built for Growth: Expanding Your Business Around the Corner or Across the Globe
by Arthur Rubinfeld, Collins Hemingway
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