Often an instant classic and must-read for everyone.ĩ – Superb. A helpful and/or enlightening book that, in addition to meeting the highest standards in all pertinent aspects, stands out even among the best. Here's what the ratings mean:ġ0 – Brilliant. Books we rate below 5 won’t be summarized. Our rating helps you sort the titles on your reading list from solid (5) to brilliant (10). We rate each piece of content on a scale of 1–10 with regard to these two core criteria. Helpful – You’ll take-away practical advice that will help you get better at what you do. Whatever we select for our library has to excel in one or the other of these two core criteria:Įnlightening – You’ll learn things that will inform and improve your decisions. Good luck.At getAbstract, we summarize books* that help people understand the world and make it better. Not only does it marginalize and inaccurately portray the impact of branding and research, but the methodologies and strategies he discredits are only getting wildly more applicable with the micro-targeting abilities afforded to marketers through emerging online techniques. Again, definitely exercise a lot of caution in taking the suggestions within to heart. Not only that, but he keeps oscillating between how the data is viewed and interpreted in order to force fit it into his theory, such as: - Switching between percentages and means and comparing the two - Comparing one statistic from a category to another analogous statistic from a completely different category (versus an 'apples to apples' comparison within a category) - Subtly switching between an isolated data point (correlation) and a conclusion (causation), without there actually being an "empirical" link - Reaching back to ancient datasets (if you look at the reference material, it toggles back and forth between the 1980's and mid-2000's) scraping for some numbers that can "empirically" fit his theories It was infuriating to listen to as a professional who has seen the data AND the implications of proper research, insights, and brand strategy. "Thus, the Law of Inevitable Buyer Promiscuity"). "this MIGHT be due to the fact that consumers see no difference between brands' positioning") 3) Translate #1 and #2 into a "Law" (e.g. classifying someone as "not loyal" to a brand if they deviate from it even once, instead of looking at, for instance, people that consume a brand consistently 90% of the time) 2) Make a sweeping suggestive claim about why (e.g. The pattern is as such: 1) Use data to force an extreme classification (e.g.
I have spent almost 15 years working in a professional capacity with many of the brands cited within and have run well over a hundred research studies - and the author is incredibly manipulative with the way his conclusions are "empirically" drawn. Take extreme caution before buying into any of these theories. This book is absolutely riddled with data slight of hand techniques.
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