The marketing complex
Subtitle: why modern marketers need to manage multiplicity
By: Giles Lury
Published: 2017
Language: eng
Number of pages: 178
ISBN-13: 9780749481124
Subjects: Marketing; Branding (Marketing)
Description: This book examines the current obsession with oversimplification and 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 proves that endless simplification only serves to limit a brand's appeal. By presenting a new model, supported by examples, tools, and expertly explained techniques, this book will enable marketers to recognise the important role that depth and multiplicity play in communicating a brand message and to embrace complexity when crafting their brands.
Notes: Includes bibliographical references and index.
Table of contents: title: 1. The siren call of simplicity; title: 2. A new brandscape; title: 3. An abdication of responsibility; title: 4. Proposition and positioning, marketing and branding; title: 5. The need to manage multiplicity; title: 6. A framework for managing multiplicity; title: 7. The 3Ps of brand philosophy: Purpose, principles and personality; title: 8. Going to market: Brand propositions; title: 9. A new marketing mindset; title: 10. Keeping it as simple as possible... but not any simpler; title: 11. What's next?