Most helpful positive review
4 of 4 people found the following review helpful
Radical. Uncomfortable. Essential.
on 21 September 2010
Read 'How Brands Grow'. Then, for every bit of Marketing lore and received wisdom you THINK you know, ask yourself what data that belief is - or isn't - based on. This will be an uncomfortable process, I guarantee.
If you're only just starting out in Marketing, you're lucky: you have a Bible to digest, learn and refer to.
If (like me) you have come up through the ranks of MarComms, with all its taken-for-granteds and that's-the-way-it's-dones, "How Brands Grow" rips down the flimsy edifices we've leaned on for years, and replaces them with solidly-founded constructions, rooted immutably in fact.
The book's title is disingenuously neutral. It could have been called "Everything You Know About Marketing Is Wrong", and still not have done justice to the radical way it demolishes existing Marketing theory and practice. Which it then replaces with simple new principles which any Marketer anywhere could adopt and use tomorrow.
Please don't assume that because it is such a departure from current thinking, it can't possibly be THAT much better. You may think, "Surely a middle ground is most likely to be right? ...something that draws on the best of what we already know, and adds newer, sharper thinking to it?" Big mistake. This is a take-it-or-leave-it offer - you're either with us or against us (I apologise for quoting Bush). You can't read "How Brands Grow" and do nothing: either you clamp your hands over your eyes and ears like terrified monkeys, or you put up your hands, surrender, and gird your loins for the arguments you're going to have every working day.
Read "How Brands Grow". If you decide my review is wrong, that's fine. I KNOW I will be out there making brands grow. You keep doing what you're doing - you may get lucky.