100 books like The Conquest of Cool

By Thomas Frank,

Here are 100 books that The Conquest of Cool fans have personally recommended if you like The Conquest of Cool. Shepherd is a community of 11,000+ authors and super readers sharing their favorite books with the world.

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Book cover of Imagine Nation: The American Counterculture of the 1960's and 70's

Chris Elcock Author Of Psychedelic New York: A History of LSD in the City

From my list on history of the American counter-culture.

Why am I passionate about this?

I’ve always been fascinated by the American counter-culture and its promise to change society, be it with radical lifestyles, drugs, or creating new cultural settings. I was going to study this from a more sociological approach until I discovered the history of the psychedelic movement and its promise to create a new society by reforming American individuals from within. Although I wound up becoming more interested in what the counter-culture actually achieved rather than dwelling on its excesses, I am currently working on a new book project that will shed light on an organization that managed to achieve both.

Chris' book list on history of the American counter-culture

Chris Elcock Why did Chris love this book?

This is a collection I have constantly gone back to over the years and is probably my all-time favorite in the history of the counter-culture. I love the blend of rigorous research and easy reading, as well as the breadth of topics and diversity of approaches.

It is replete with thoughtful analyses and eloquent descriptions of the counter-culture, without ever giving in to the nostalgia of era or condemning it for that has gone wrong since. A great starting point if you want a good overview of the history of the American counter-culture.

By Peter Braunstein (editor), Michael William Doyle (editor),

Why should I read it?

1 author picked Imagine Nation as one of their favorite books, and they share why you should read it.

What is this book about?

Amidst the recent flourishing of Sixties scholarship, Imagine Nation is the first collection to focus solely on the counterculture. Its fourteen provocative essays seek to unearth the complexity and rediscover the society-changing power of significant movements and figures.


Book cover of Smoking Typewriters: The Sixties Underground Press and the Rise of Alternative Media in America

Chris Elcock Author Of Psychedelic New York: A History of LSD in the City

From my list on history of the American counter-culture.

Why am I passionate about this?

I’ve always been fascinated by the American counter-culture and its promise to change society, be it with radical lifestyles, drugs, or creating new cultural settings. I was going to study this from a more sociological approach until I discovered the history of the psychedelic movement and its promise to create a new society by reforming American individuals from within. Although I wound up becoming more interested in what the counter-culture actually achieved rather than dwelling on its excesses, I am currently working on a new book project that will shed light on an organization that managed to achieve both.

Chris' book list on history of the American counter-culture

Chris Elcock Why did Chris love this book?

I love this book if only for McMillan’s hilarious chapter on the “Great Banana Hoax,” describing how the underground press convinced so many drug users to indulge in dried banana peel smoking to achieve what turned out to be a placebo high.

Much like Joshua Clark Davies’ From Head Shops to Whole Foods, this book is great at reminding us that the counter-culture was not just about self-indulgence but also about implementing new ways of living with tangible results. The underground press of the 1960s is a perfect example of stoners and radicals pooling their energy to disseminate information around the country through interstate networks.

By John McMillian,

Why should I read it?

1 author picked Smoking Typewriters as one of their favorite books, and they share why you should read it.

What is this book about?

How did the New Left uprising of the 1960s happen? What caused millions of young people--many of them affluent and college educated--to suddenly decide that American society needed to be completely overhauled?
In Smoking Typewriters, historian John McMillian shows that one answer to these questions can be found in the emergence of a dynamic underground press in the 1960s. Following the lead of papers like the Los Angeles Free Press, the East Village Other, and the Berkeley Barb, young people across the country launched hundreds of mimeographed pamphlets and flyers, small press magazines, and underground newspapers. New and cheap printing…


Book cover of Orange Sunshine: The Brotherhood of Eternal Love and Its Quest to Spread Peace, Love, and Acid to the World

Chris Elcock Author Of Psychedelic New York: A History of LSD in the City

From my list on history of the American counter-culture.

Why am I passionate about this?

I’ve always been fascinated by the American counter-culture and its promise to change society, be it with radical lifestyles, drugs, or creating new cultural settings. I was going to study this from a more sociological approach until I discovered the history of the psychedelic movement and its promise to create a new society by reforming American individuals from within. Although I wound up becoming more interested in what the counter-culture actually achieved rather than dwelling on its excesses, I am currently working on a new book project that will shed light on an organization that managed to achieve both.

Chris' book list on history of the American counter-culture

Chris Elcock Why did Chris love this book?

This is a slightly biased choice as a historian of LSD and psychedelics, but to me, this book offers the most staggering illustration of acid-infused idealism by telling the riveting story of a group of California hoodlums turned LSD crusaders.

This dizzying page-turner takes you through the rise of evangelical acid chemists who manufactured millions of doses and had them distributed by the Brotherhood of Eternal Love, who made very little profit and often gifted their acid. A book I would have loved to write! 

By Nicholas Schou,

Why should I read it?

1 author picked Orange Sunshine as one of their favorite books, and they share why you should read it.

What is this book about?

Few stories in the annals of American counterculture are as intriguing or dramatic as that of the Brotherhood of Eternal Love.

Dubbed the "Hippie Mafia," the Brotherhood began in the mid-1960s as a small band of peace-loving, adventure-seeking surfers in Southern California. After discovering LSD, they took to Timothy Leary's mantra of "Turn on, tune in, and drop out" and resolved to make that vision a reality by becoming the biggest group of acid dealers and hashish smugglers in the nation, and literally providing the fuel for the psychedelic revolution in the process.

Just days after California became the first…


Book cover of Daughters of Aquarius: Women of the Sixties Counterculture

Chris Elcock Author Of Psychedelic New York: A History of LSD in the City

From my list on history of the American counter-culture.

Why am I passionate about this?

I’ve always been fascinated by the American counter-culture and its promise to change society, be it with radical lifestyles, drugs, or creating new cultural settings. I was going to study this from a more sociological approach until I discovered the history of the psychedelic movement and its promise to create a new society by reforming American individuals from within. Although I wound up becoming more interested in what the counter-culture actually achieved rather than dwelling on its excesses, I am currently working on a new book project that will shed light on an organization that managed to achieve both.

Chris' book list on history of the American counter-culture

Chris Elcock Why did Chris love this book?

I found this book extremely important because it finally put to bed the myth that counter-cultural women were merely subservient to their male counterparts, while these women did so much to actually shape the counter-culture.

I recommend reading this alongside Nina Graboi’s criminally neglected autobiography–One Foot in the Future–that serves as a perfect illustration of American women successfully looking for empowerment in these counter-cultural enclaves.

By Gretchen Lemke-Santangelo,

Why should I read it?

1 author picked Daughters of Aquarius as one of their favorite books, and they share why you should read it.

What is this book about?

It was a sign of the sixties. Drawn by the promise of spiritual and creative freedom, thousands of women from white middle-class homes rejected the suburban domesticity of their mothers to adopt lifestyles more like those of their great-grandmothers. They eagerly learned 'new' skills, from composting to quilting, as they took up the decade's quest for self-realization. 'Hippie women' have alternately been seen as earth mothers or love goddesses, virgins or vamps - images that have obscured the real complexity of their lives. Gretchen Lemke-Santangelo now takes readers back to Haight Ashbury and country communes to reveal how they experienced…


Book cover of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

Melina Palmer Author Of What Your Customer Wants and Can't Tell You: Unlocking Consumer Decisions with the Science of Behavioral Economics

From my list on brainy branding that results in buying.

Why am I passionate about this?

The more I learn about the brain, the more I want to dig in and discover more. Why do we procrastinate? Why do people buy things? Why do some people love unlocking these topics weekly on The Brainy Business podcast (where each person on this list has been a guest) and sharing those insights with the world? When it comes to selling and buying in a brainy way, behavioral economics is the best way to get there, and these books are all a great first step into learning what behavioral science is, how the brain really works, and up-leveling your brand. 

Melina's book list on brainy branding that results in buying

Melina Palmer Why did Melina love this book?

“The opposite of a good idea can still be a good idea.” Rory Sutherland is full of practical tips and examples from big brands and projects that can be applied to any business. By not being afraid of asking the dumb and obvious questions, you can open up a whole world of possibilities in your branding and experience. 

By Rory Sutherland,

Why should I read it?

2 authors picked Alchemy as one of their favorite books, and they share why you should read it.

What is this book about?

HOW DOES MAGIC HAPPEN?The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas.

"Sutherland, the legendary Vice Chairman of Ogilvy, uses his decades of experience to dissect human spending behavior in an insanely entertaining way. Alchemy combines scientific research with hilarious stories and case studies of campaigns for AmEx, Microsoft and the like. This is a must-read." —Entrepreneur ("Best Books of the Year")

Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external…


Book cover of Ogilvy on Advertising

Drew Eric Whitman Author Of Ca$hvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone

From my list on creating powerful, money-making advertising copy.

Why am I passionate about this?

Drew Eric Whitman is known internationally as a dynamic consultant and trainer who smashes old advertising myths like a china-shop bull. Teaching the psychology behind the response for nearly four decades, he worked for the direct-marketing division of the largest ad agency in Philadelphia, was a senior copywriter for the country's leading direct-to-the-consumer insurance company, and was the associate copy chief for catalog giant Day-TimersHis work has been used by companies ranging from small retail shops to giant, multi-million dollar corporations. A popular keynote speaker at international affiliate marketing conferences, Drew’s intensive CA$HVERTISING Clinic teaches business people how to use consumer psychology to boost the effectiveness of their ads, brochures, sales letters, Websites, and more.

Drew's book list on creating powerful, money-making advertising copy

Drew Eric Whitman Why did Drew love this book?

What’s it like to climb inside the mind of one of advertising’s most iconic legends? Reading this book is probably the closest thing to it. You’re sure to come out with a dramatically changed view on how the industry works, and doesn’t. I’ve quoted him often in Cashvertising because his no-bull approach to advertising resonates strongly with everything I’ve been teaching for nearly four decades. Make his words your own and then--when you speak to others about advertising--you’ll be speaking with the voice of unquestionable authority.

By David Ogilvy,

Why should I read it?

2 authors picked Ogilvy on Advertising as one of their favorite books, and they share why you should read it.

What is this book about?

David Ogilvy is well known and respected as the most successful adman of all time. His bestselling book, Ogilvy on Advertising, gives valuable advice to young hopefuls and veterans of the industry wanting to improve their success rate.


Book cover of Tested Advertising Methods

Drew Eric Whitman Author Of Ca$hvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone

From my list on creating powerful, money-making advertising copy.

Why am I passionate about this?

Drew Eric Whitman is known internationally as a dynamic consultant and trainer who smashes old advertising myths like a china-shop bull. Teaching the psychology behind the response for nearly four decades, he worked for the direct-marketing division of the largest ad agency in Philadelphia, was a senior copywriter for the country's leading direct-to-the-consumer insurance company, and was the associate copy chief for catalog giant Day-TimersHis work has been used by companies ranging from small retail shops to giant, multi-million dollar corporations. A popular keynote speaker at international affiliate marketing conferences, Drew’s intensive CA$HVERTISING Clinic teaches business people how to use consumer psychology to boost the effectiveness of their ads, brochures, sales letters, Websites, and more.

Drew's book list on creating powerful, money-making advertising copy

Drew Eric Whitman Why did Drew love this book?

If you want to run ads that work, you need to learn what makes them work. This book tells you. John Caples is widely regarded to be one of history’s most iconic advertising copywriters. The man knew how to influence people to buy. This classic book gets down to the very foundation of advertising effectiveness and is loaded with examples and success "recipes" that you can immediately apply to your own ads--no matter what you sell. 100% practical, too. Look for the 4th edition or earlier for a book that's “totally Caples” without dilution by editors to "modernize" (er, weaken!) it. Miss this, and you’re missing the Queen Mary

By John Caples,

Why should I read it?

1 author picked Tested Advertising Methods as one of their favorite books, and they share why you should read it.

What is this book about?

The fifth edition of this work on how to create successful advertising features new coverage on small businesses with limited revenues, non-profit advertising, as well as techniques of headlines, illustrations and layouts. There is also new information useful to smaller businesses.


Book cover of The Idea Writers: Copywriting in a New Media and Marketing Era

George Felton Author Of Advertising: Concept and Copy

From my list on copywriters on the rise.

Why am I passionate about this?

I taught writing and copywriting at Columbus College of Art & Design in Ohio for thirty-seven years (retiring as an ancient-but-somehow-still-living fossil in 2014). I taught all our majors, but most of my copywriting students were advertising and design majors. During those decades I wrote nonfiction for newspapers and magazines and copy as a freelancer for ad agencies and design studios. My copywriting book emerged from my experiences in and out of the classroom. I hope I’ve given good advice on advertising: how to think about it and how to write it. But you’ll be the judge.

George's book list on copywriters on the rise

George Felton Why did George love this book?

In recent decades, as advertising has moved from one-way communication about product benefits to conversations with consumers about brands, someone needed to sum things up. Iezzi and the creatives she interviews do exactly that. As she presents it, “First of all, forget about making an ad… You’re making something to compete with every other piece of content, every other media experience that a person has during her waking hours.” The Idea Writers is an excellent primer on this new landscape. How do we create a brand’s story, one that consumers identify with and help propagate, if not create? How do we manage it, move it forward, spread it across various media, and make it viral? How can it become its own never-ending story?

By Teressa Iezzi,

Why should I read it?

1 author picked The Idea Writers as one of their favorite books, and they share why you should read it.

What is this book about?

The Idea Writers guides both new and experienced copywriters through the process of creating compelling messages that sell. It shows readers what it's like to work in the fast-paced world of an agency while providing practical adviceplusdetails oncreatingaward-winning multimedia ad campaigns.


Book cover of Marketing Rebellion: The Most Human Company Wins

Keith A. Quesenberry Author Of Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution

From my list on understanding how marketing has changed.

Why am I passionate about this?

After 17 years in the advertising industry, I became a professor to teach what I learned in practice. Only then did I start reflecting, researching, and discovering why we were successful in some efforts and not in others. From that perspective, I’ve been crafting new ways to approach marketing that are not based on what worked in the past, but on what works now in light of the dramatic changes to the field. Within marketing, I focus on social media strategy, digital marketing, and storytelling.

Keith's book list on understanding how marketing has changed

Keith A. Quesenberry Why did Keith love this book?

Marketing the old way took for granted that the company was in control. Now the consumer is in control. Mark Schaefer’s book will help you see the end of control and give you a manifesto for human-centered marketing. You’ll learn to see how your customers are part of your marketing department and how that is at the heart of success today. The good news for smaller brands is that winning in the rebellion doesn’t hinge on ad impressions, and big budgets, alone. Schaefer’s book helped me to see this new human-centered marketing from a more direct perspective. Instead of an evolution of the Four P’s he simply connects constant human truths to business success in “A Manifesto for Human-Centered Marketing” that ultimately leads to the new reality that your customers are your marketers.

By Mark W. Schaefer,

Why should I read it?

1 author picked Marketing Rebellion as one of their favorite books, and they share why you should read it.

What is this book about?

Are you overwhelmed by the breathtaking rate of change in the business world? Are confusing consumer trends, the unrelenting pace of technology, and the breakneck speed of digital marketing making you feel irrelevant and lost? Path-finding author Mark Schaefer provides an achievable and realistic framework to help you stay ahead of the curve by re-imagining marketing in a world where hyper-empowered consumers drive the business results. Marketing Rebellion will teach you: • How cataclysmic consumer trends are a predictable result of a revolution that started 100 years ago. • Why businesses must be built on human impressions instead of advertising…


Book cover of Frenemies: The Epic Disruption of the Ad Business (and Everything Else)

Vanitha Swaminathan Author Of Strategic Brand Management: Building, Measuring, and Managing Brand Equity

From my list on branding, ideas, and the advertising industry.

Why am I passionate about this?

Vanitha Swaminathan is the Thomas Marshall Professor of Marketing at the University of Pittsburgh and the Director of the Katz Center for Branding. Her research focuses on branding strategy with a particular emphasis on digital branding. She has published in various leading marketing and management journals including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, and Strategic Management Journal. She is currently serving on a three-year term on the American Marketing Association Board of Directors and previously served in AMA’s Academic Council as President. She has co-authored the Fifth Edition of the world-renowned textbook Strategic Brand Management: Building, Measuring, and Managing Brand Equity, along with Professor Kevin Lane Keller.

Vanitha's book list on branding, ideas, and the advertising industry

Vanitha Swaminathan Why did Vanitha love this book?

Frenemies presents a firsthand look at how the rapid growth of digital platforms such as Facebook and Google disrupted the advertising industry. This book is written by Ken Auletta, who is a masterful storyteller and describes an industry undergoing rapid transformation. We witness an industry marked by algorithmic ad buying, while we also encounter skeptical consumers blocking these same ads. Ken Auletta helps brand marketers by shining a light on how the art and science of brand-building has been altered by the advent of new advertising and distribution channels such as Facebook and Google, thus replacing traditional mass media channels.

By Ken Auletta,

Why should I read it?

1 author picked Frenemies as one of their favorite books, and they share why you should read it.

What is this book about?

An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the bestselling author of Googled

Advertising and marketing touches on every corner of our lives, and the industry is the invisible fuel powering almost all media. Complain about it though we might, without it the world would be a darker place. But of all the industries wracked by change in the digital age, few have been turned on their heads as dramatically as this one. Mad Men are turning into Math Men (and women--though…


5 book lists we think you will like!

Interested in advertising, marketing, and counterculture?

Advertising 51 books
Marketing 202 books
Counterculture 38 books