With all due respect to Byron Sharp (whose book I still consider as narrow minded) these guys managed to deliver very complex concepts in a very insightful way.

Spending in media that reaches lots of people using high quality creative delivers a 'signalling effect' that shows the value of the brand and engenders trust. Finding new ways to reinforce or build existing assets through imaginative repetition is where our focus should be to build strong resilient brands. So in the sink or swim world of planners, strategists and their clients, now more than ever, there is a need for a practical handbook to guide us through all the main parts of the process. In low consideration categories, people use brands as a shortcut, and often have a default brand in mind, so it's harder to change behaviour. Be aware that the book mostly focuses on traditional FMCG and retail brands so not everything applicable to tech world brands but still worth a read.there’s plenty of examples of the things they trash, done well for anyone who’s worked in marketing). People don’t only eat a Kit Kat on a break, but they might think of it because of that association when they’re browsing for snacks in Tesco. The How Not to Plan of 2018 is a manageably sized handbook which leaves room for your scribbles and notes and can be read as a guide or used as a constant helpful reference point. But in the whole book, there’s only one article where they themselves admit they got something wrong.

This is, clearly and obviously, not your usual airport “Eat your way to blockchain riches” dreadfulness.The neighbours all hate us, but hey… in our experience there’s nothing like hosting a party to smooth out your teenagers’ social lives and measurably increase their happiness and wellbeing. We also talked about how a lot of times, when there’s not enough budget, it’s probably more effective to try and get banned instead (for the PR value that comes from it). I wish “How Not to Plan” had been around when I got into the industry, but having read it cover to cover many years later, I still learned a lot. We left the canal and visited some inner city churches and their second hand markets, offering cheap coffee and large, silent spaces. In 2002, World of Books Group was founded on an ethos to do good, protect the planet and support charities by enabling more goods to be reused.