Kudos to Weimer Snijder for bringing various marketing stalwarts within the pages of ‘Eat Your Greens’. The core focus of the book: To promote evidence-based marketing and showcase where we went wrong with the subject.
The book has 42 chapters contributed by prominent thinkers and practitioners from the academia and industry. Snijders closing remark in the end of the introduction, “Explore the evidence, don’t assume too quickly and find what you think for yourself”, resonates deeply.
The same is true for any new developments in marketing. If something sounds too good, put on your detective hat and look for evidences. You will find nothing is as good or as bad as it appears. The book covers diverse areas in marketing, from overuse of Jargons in marketing to social media marketing, data driven marketing, advertising, neuromarketing, brand love, brand purpose and the role of nudges in marketing.
True to its name, the book presents a healthy diet which might not taste very good but it essential for your marketing health.
The cartoons by Tom Fishborne aka The Marketoonist were cherry on the top, adding a touch of humour in the book.
The book is not available in Nepal. You need to order from India or elsewhere. The book is slightly expensive for our region (INR 2145 which is roughly NRS 3432) but again the book is worth every penny.
Some Notable Mentions
MAJORITY REPORTS by Weimer Snijder and Charles Graham sheds light on importance of light and infrequent buyers and offers a new perspective to dynamics of loyalty.
SHORT-TERMISM IS KILLING EFFECTIVENESS by Peter Fields highlights how an obsession with short-term sales is hurting brand building. It also questions the impact of data-driven marketing and social media on creativity.
I loved all the three papers written by Robert Van Ossenberg
APPLE, WALT DISNEY AND HARLEY-DAVIDSON – EXCEPTIONAL BRANDS! talks about survivor bias, showing how we tend to focus on successful brands and ignore failures. It’s a reminder that inspiration and knowledge aren’t the same thing.
FACTS, FRAMES AND FANTASIES dives into the idea that facts are never neutral and how you present your facts can change the way people interpret it. Fact based marketing can easily mislead you based on the frame that you choose. Meat that is ‘80% lean’ is more attractive than meat that contains ‘20% fat’.
Big Data Big Noise underscores the notion that more data is only useful if you can make sense of it.More data is good only if can extract signal from it otherwise it’s just noise.
(Today only the author has made the article public. You can find the link in the comments.)
There’s more to unpack in the summary, which I will share in the subsequent post.
0 Comments