• by Joe Mandese , Yesterday

You may be familiar with Paul Parton's name from his byline, which appears regularly here as a contributor to the Planning & Buying Insider. They are some of the best-read columns, especially by me.

But I'm using this edition to talk with Parton about a new byline gracing the cover of his just-published new book, "Share Of Culture: How Brands Grow In The Attention Economy."

I had the privilege of reading an early draft of Parton's manuscript and will tell you it changed the way I thought about advertising, media and marketing.

It's a collection of some acute insights and observations Parton has drawn from his years handling strategy for some of the world's greatest brands, most recently as global chief strategy officer of Omnicom's Golin.

But enough about my opinion. I figured the best way to hear his new book is from Parton himself, so check him out in the video above.

You can also read an excerpt provided by his publisher by clicking on the cover shot below.

I'm already contemplating the sequel.