Cover design for Personal Marketing Without a Budget by Igor Mann

On February 29, 2008, during a Microsoft forum, marketing consultant, business speaker and blogger Igor Mann had a debate with the artistic director of Art. Lebedev Studio about whether marketing truly exists in . According to the terms of the bet, if a marketer were ever hired by the studio, it would design the cover for Igor Mann’s next book free of charge. Today, the studio employs two marketing managers, so the design for Personal Marketing Without a Budget didn’t cost the client a single cent. This simple, clear and practical guide explains how an entrepreneur, business owner or freelancer can build a personal brand using the author’s proprietary techniques. The book describes tools and exercises that require no additional investment and follow the “just do it” principle.

The cover once again demonstrates that it’s entirely possible to make a profit by cutting major expenses—if you act wisely. For the first time, the standard tagline beneath the studio’s logo was changed, reflecting the unique nature of this project.