The Orange Book of Marketing

The Orange Book of Marketing is a guide for marketers and creatives who want to stop executing formulas and start thinking like artists. Written by Thiago Patriota — creative director, brand strategist, and advertising scholar — it reframes marketing as a canvas for authenticity, lateral thinking, and human resonance. The book covers three core areas: - Authenticity fundamentals: the concepts behind building a creative mind that thinks in novelty rather than convention. - Lateral and creative thinking: technical theories on creative logic for generating conscious, novel ideas. - Marketing autonomy: how to relearn marketing in a technocentric world where AI is automating processes across every industry. 2nd edition. 44 pages. PDF + interactive digital reader. Published by Editora Sentient. Available in English and Portuguese. 18 sales on Gumroad. Rated 5/5.