Description
Book SynopsisGiles 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.
Trade Review"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 *
Table of Contents
- Section - 00: Introduction;
- Section - 01: The siren call of simplicity;
- Section - 02: A new brandscape;
- Section - 03: An abdication of responsibility;
- Section - 04: Proposition and positioning, marketing and branding;
- Section - 05: The need to manage multiplicity;
- Section - 06: A framework for managing multiplicity;
- Section - 07: The 3Ps of brand philosophy: Purpose, principles and personality;
- Section - 08: Going to market: Brand propositions;
- Section - 09: A new marketing mindset;
- Section - 10: Keeping it as simple as possible… but not any simpler;
- Section - 11: What’s next?;
