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The Iconist

By Jamie Mustard


Through pop culture and historical narratives, branding expert and TED speaker Jamie Mustard explains why certain things stand out, stick and endure in the mind—and why others do not.

What to know before purchasing an ePub.

ISBN: 9781948836418

Publication Date: September 2019

ISBN: 9781948836418

Publication Date: October 2019

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Winner of the 2019 O.W.L. Outstanding Works of Literature Award

“There is no one better at getting the world to understand what you have to offer.”
—Holt McCallany, star of Mind Hunters on Netflix

“Jamie can make anyone STAND OUT in a transparent and iconic way.”
—Bibi McGill, lead guitarist and musical director for Beyonce


Why do we immediately recognize art by Van Gogh and Warhol?

What does Beethoven share with Rage Against the Machine and Madonna?

What makes us remember the words of Churchill and King (and Domino’s Pizza, for that matter)?

With the rise of digital media and advertising, a constant barrage of information makes it nearly impossible to be seen and heard. In The Iconist, branding and design strategist Jamie Mustard shows you how individuals, organizations, and brands can break through the noise.

The secret to standing out lies in creating content that the desired audience will “lock” onto and remember with little effort—simple, bold ideas that can be immediately understood. The Iconist reveals a set of primal laws in human society that explain why some things stand out and endure in the mind, while others are rejected. Blending relevant examples from history and pop culture with cutting-edge psychology, Mustard explores why certain things stick and others fade from memory—and gives you an owner’s manual to make any idea, product, or service stand out and be remembered. Forget relying on luck or trial-and-error: Mastering this process will enable you, no matter your field or endeavor, to confidently craft messages that resonate with your target audience through simple, fool-proof methods.

For businesses, marketers, teachers, advertisers, artists—from thought leaders to anyone trying to write a resume—The Iconist shows you how to grab and hold attention. Fair warning, though: This book will change the way you view your audience . . . and the entire world around you.

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About the Author

Jamie  Mustard

Jamie Mustard is a strategic multi-media consultant and Iconist. His passion is to teach the science and “art of obviousness,” helping professionals, change agents, artists, and businesses confidently and at will make their messages, brands and ideas stand out to their desired audiences. A graduate of the London School of Economics, Jamie’s work is an explanation of the “economics of attention,” based on the primal laws of human perception called Blocks. He has spoken, educated, and inspired others with his work prolifically, including TED at the creative giant, Wieden and Kennedy. Jamie’s Iconist work has spanned some of the world’s leading companies, artists, and the globe. Growing up in severe poverty in inner city Los Angeles, Jamie overcame obstacles to eventually codify a system of primal laws that can now help us all.

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Publication Details

Format: Hardcover

ISBN: 9781948836418

Dimensions: 5.5 x 8.25 x 1 in.

Weight: 2 lbs.

Publication Date: September 2019

Format: E-book (epub)

ISBN: 9781948836418

Publication Date: October 2019

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