Simplicity Marketing: End Brand Complexity, Clutter, and Confusion

by Steven Cristol, Steven M. Cristol, Peter Sealey

Book Overview

For more than half a century, marketers have bombarded customers with more and more choices in products and services. What is the result? Unprecedented anxiety. Our mental circuit breakers are on overload. In fact, pioneering brand strategists Steven M. Cristol and Peter Sealey assert that we have reached our manageable threshold for making decisions -- and a watershed in product proliferation. In this pathbreaking book, the authors argue with compelling...

• Format: Paperback
• Language: English
• ISBN: 1416576444
• ISBN13: 9781416576440
• Release Date: September 2007
• Publisher: Free Press
• Length: 288 Pages
• Weight: 0.78 lbs.
• Dimensions: 0.7" x 6.0" x 9.0"

Customer Reviews

Required reading material, definitely!!

Even if you don't agree with the conclusions of the authors, this book is a 'must-read'! The authors lay out a very convincing argument for the validity of their 'Simplicity' approach to marketing, and the recommendations they make to encorporate the simplicity message in your own marketing, (or otherwise) plans are straightforward and well thought out. I have found the material to be compelling and easy to read, with just enough graphics to add value without clutter. (It seems that even while writing the book, the authors to care to embody the message through the medium!) The materials in the book can be applied to a number of areas in both business and personal life to increase your 'value', and I highly recommend this!

Innovative Marketing

An excellent resource for anyone deeply interested in marketing, considering a new business model, or developing a new product.Finally, marketing professionals who will intelligently embrace and (with ease) outline "repackaging" and "replenishing" strategies. These sections made the book worth the price for me. The only drawback(s) with the book (though I gave it a full 5 stars), are the case studies. Too many of the online grocers are performing poorly in the marketplace to rely on them as standards, whether or not their marketing strategies are exciting and workable.

Clear and simple, the best advice

There have been a lot of bad books written about marketing especially for technologists. This is the one shinning light in the category. It is as much a thesis for life as it is for the way you run your marketing and sales worlds. Having read the book twice, once for practical and once for pleasure the book is an excellent combination of examples, ripe for metaphor and theory.As a head of strategy for a leading e services company this book was well worth my time and the time of all our senior managers. The four "R's" are the best way to simplify a horribly complicated world.If I could give six stars I would

Simplicity Marketing Delivers What It Promises

Simplicity Marketing is a book that should have a mandatory place on every brand marketer's bookshelf. But it won't stay on the shelf long. . .it's too valuable as a guide on how to sell in the 21st century. Steven Cristol and Peter Sealey have blended insightful brand concepts with street-smart practicality and devised a brilliantly straightforward methodology that is likely to become the weapon of choice for all brand marketers, regardless of the industry in which they compete. The Four R's is literally a formula for success, and an antidote at last for the confusion (among both buyers and sellers) brought about by overchoice and clutter in the marketplace. Just as valuable as the specific cases are the questions raised that should give pause to every marketer who may be shepherding an unnecessarily complex set of brand offerings.Above all, Simplicity Marketing provides a lens through which smart marketers will view the world in order to rebuild broken brands, or provide accelerated momentum for those on the rise.-- Lynn Upshaw, brand strategist. Author of Building Brand Identity, and lead author of The Masterbrand Mandate