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The Marketing Complex

The Marketing Complex

Why Modern Marketers Need to Manage Multiplicity

Giles Lury

£19.99

Benefit from a unique examination of the over-simplification of marketing, and learn how to take a more multi-dimensional approach to branding.

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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.


Table Of Contents

    • Chapter - 01: The Siren Call of Simplicity;
    • Chapter - 02: A New Brandscape;
    • Chapter - 03: An Abdication of Responsibility;
    • Chapter - 04: Proposition and Positioning, Marketing and Branding;
    • Chapter - 05: The Need to Manage Multiplicity;
    • Chapter - 06: Re-Positioning Positioning – Philosophy and Propositions;
    • Chapter - 07: The Difference Between Values and Principles;
    • Chapter - 08: The Framework for Managing Multiplicity;
    • Chapter - 09: The Right Mind-Set;
    • Chapter - 10: What’s Next?



Reviews

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.
Gemma Greaves, Chief Executive, The Marketing Society

This book gets to the heart of how brands and branding really work in a complex and ambiguous world. In a dumbed-down and sound bite culture, Lury makes a great case for why we must think harder and deeper about the purpose and philosophy behind our brands if we want them to thrive.
Matt Close, Executive Vice President, Global Ice Cream, Unilever

Finally we have something that directly tackles the multiplicity and complexity of the world of brands and marketing. While there has been a long-standing recognition that marketing is not just about promotion and advertising, there has still remained a widespread appeal to reduce everything down to bite-sized slogans and one-dimensional consumers. The how to sell a rainbow analogy is highly valuable in making complex areas of multiplicity accessible.
Dr Kellie Vincent, Principal Lecturer – MBA Director, Westminster Business School

Both accessible and persuasive in its quest to encourage marketers to move away from seeking to simplify brands and instead think about them as multifaceted entities.
David Iddiols, Founder, HPI Research Group

I loved this book. As a wizened marketer who has been marketing for over 25 years, I like the refreshing challenge of core marketing convention and principles. The Marketing Complex confronts the traditional concept that simplicity and focus are king. It is fine, indeed good, not to be simplistic; not to be wholly single-minded. This is captured in a framework, the Marketing Complex Framework that accepts and enables both these requirements.
Andy Beattie: Global Chief Marketing Officer, Petronas Lubricants International

It's exciting when you come across an inspiring idea, but even more so when it is shaking one of the most commonly accepted Brand Building beliefs. Giles Lury's book tackles the taboo topic of single-mindedness and proves that truly big brands can communicate far more than short, simple statements. Really rich, broad and exciting. A gem of a book.
Panos Kakambouras, Global Category Director at Arla Foods


Book Details

  • EAN: 9780749481124
  • Edition: 1
  • Published: 3rd September 2017
  • Paperback
  • Format: 235x155
  • 192 pages

About the Author

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.


Giles Lury


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