"The title [What Sticks] reference to marketing's
age-old scatological adage provides a flavor of what's
inside. Sometimes-surprising findings from research
conducted across a wide range of brands, industries and
media are punctuated by shocking anecdotes and
confessions illustrating how broken and dysfunctional
the marketing industry truly is.… The book actually
comes across as remarkably hopeful amid a growing genre
of "advertising is dying, and we're all going to get
fired" literature… The core of the book is a description
of and entreaty for a "[communication optimization
process]" covering messaging strategy, creative and
media planning — a sort of Six Sigma for
marketing."
— Jack Neff,
Advertising Age
"Volume is up;
costs are up; media is fragmenting. No wonder very
little advertising sticks in the minds of consumers. Rex
Briggs and Greg Stuart’s new book is loaded with ideas
that will help you monitor and measure your advertising
in order to increase its effectiveness."
—
Al Ries, author, The Origin of Brands
"If there is one
book you want to have read about advertising, it’s What
Sticks. It is the most comprehensive review of how to
succeed at developing Advertising campaigns that I’ve
ever seen."
—
Bob Liodice,
President and Chief Executive Officer,
Association of National Advertisers, Inc.
"What Sticks is
a must-read manual for the modern marketer. Rex and Greg
have captured in one fascinating volume all you need to
know to make a dramatic improvement in the effectiveness
of your marketing budget. What Sticks is a blueprint for
change and a gold mine for smart marketers."
—
David Verklin,
CEO, Carat Americas,
Chairman, Carat Asia Pacific
"Nothing gets
the attention of our CMO clients today like the issue of
marketing accountability. What Sticks has a clear and
innovative solution for marketers of all levels and
budgets to get more Bang! for the buck."
—
Linda Kaplan Thaler, CEO and Chief Creative Officer, The
Kaplan Thaler Group.
Author of Bang! Getting Your Message Heard in a Noisy
World
"This book will
be to marketers what Six Sigma was to GE’s Jack Welch.
Everyone knows that marketing is broken. Briggs and
Stuart have the data-proven fix. A must read."
—
Michelle Conlin,
Associate Editor, BusinessWeek
"The
marketing communications industry has undergone dramatic
change over the past few decades: new technologies,
increasing consumer control and the proliferation of
media channels have created a marketing landscape with
many potential potholes and wrong turns. Rex Briggs and
Greg Stuart have created a smart road map for navigating
this rough terrain, providing the do’s and don’ts of
maximizing ROI."
—
O. Burtch Drake, President and
CEO, American Association of Advertising Agencies
"The most
critical issue facing advertisers and agencies today is
marketing accountability. What Sticks is a clear
prescriptive approach to improve your advertising
results."
—
Peter Sealey, PhD,
Adjunct Professor Haas School of Business UC Berkeley
Former CMO Coca Cola Company & Columbia Pictures
"I used the
research and approach outlined in What Sticks in a brand
I managed and drastically improved the impact of our
advertising as a result. This is a great book and
approach, and one that is completely new. In order to
stay competitive, I expect every marketer will have to
read this book."
—
Tim Kopp ,
VP, Worldwide Interactive Marketing, The Coca Cola
Company
"We are
currently in the midst of a revolution in the way that
companies execute and evaluate advertising. What Sticks
provides a foundation that every CEO and CFO will need
to know. It will forever change the way they think about
advertising."
—
Shelby Bonnie,
Chairman and CEO CNET Networks
"I conducted
this research for one of our Brands and it dramatically
changed the way we looked at our advertising and
advertising process."
—
Rich Stoddart ,
President Leo Burnett USA (former Marketing
Communications Manager Ford Motor Company)
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