- Explores some of the key historical literature to pinpoint the commencement of marketers' obsession with simplifying, identifying the appeal yet highlighting the weaknesses and lack of scientific evidence to support it
- Identifies the major recent changes which have occurred in the world of branding, and why this necessitates a much deeper, more complex and multi-dimensional approach to branding
- Outlines a visionary new model, providing examples, tools and techniques to help marketers craft deeper, more powerful brand messages
- Explores the shift in mindset required from marketers to embrace the need to manage multiplicity
The Marketing Complex
Why Modern Marketers Need to Manage Multiplicity
Benefit from a unique examination of the over-simplification of marketing, and learn how to take a more multi-dimensional approach to branding.
Key features at a glance
EAN: 9780749481124
Edition: 1
Published:
Format: 235x155
192 pages
About the book
Many marketers spend their days continually reducing brand positioning into single sentences to answer questions such as 'What is the brand message?' or 'What is the USP?' This tendency to perpetually condense and simplify is a carry-over from a long-gone era when products and services remained static, and changes in platforms happened much more slowly. Today, however, the reality is that brands are infinitely more complex, and span territories, consumer groups and categories. Therefore, to boil a branding message down into a single sentence or USP severely limits a brand's potential scope. After all, a brand is like a person, and a person could never be accurately described in a single sentence.
The Marketing Complex examines the current obsession with over-simplification, and fearlessly challenges marketers to consider whether they are blurring the line between simplifying and simplistic. By exploring the origins and appeal of simplification through some of the best-known literature, the book conclusively proves that endless simplification actually only serves to limit a brand's appeal. By presenting a visionary new model, supported by examples, tools and expertly explained techniques, The Marketing Complex will enable marketers to recognise the important role that depth and multiplicity play in communicating a brand message, and to boldly embrace complexity when crafting their brands.
About the authors
Giles Lury is a Director of leading brand consultancy, The Value Engineers, and leading author on marketing. He has worked in advertising, market research, packaging design, corporate identity and brand consultancy. He specialises in brand positioning, brand architecture and innovation. Giles has won two IPA Advertising Effectiveness Awards and a gold award at the AMSO Research Effectiveness Awards.
A game changer for marketers, this book is full of practical tips and frameworks for embracing the complexity of brand management and enabling true value and impact.
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