- PowerPoint Deck with Product Hierarchy, Information Matrix, and Problem Solving stages
- T.K Clarke: Consumer Behavior in Canada: Theory and Practice (Product Hierarchy, Information Matrix & decision making stages are covered in this book. This book was written by my mentor and has a ton of great information!)
- Al Ries & Jack Trout: Positioning: the battle for your mind (This is a “must read“!)
- Fishbein Multi-attribute model
- Joseph Sugarman: The Adweek Copywriting Handbook has some good mentions of the importance of using customer language
- Rossiter-Percy advertising planning grid (Although dated, great article with amazing implications)
