A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius [Hardcover]

Many executives probably feel like they need a genie to explain the touchy-feely mysteries of aesthetics, design and consumer psychology that underlie so much of marketing. This short, breezy but informative primer can help. Marketing consultant Trout (Differentiate or Die: Survival in Our Era of Killer Competition) is skeptical of marketing buzzwords like "synergy" and "unique tags"-and indeed of the whole "creative" approach that tries to forge emotional bonds between brand and customer rather than communicate concrete ideas. Much of his advice, therefore, flies in the face of modern marketing wisdom: ads should emphasize verbal messages rather than "dramatic visuals" that "distract people from the message"; money spent on flashy corporate logos is often wasted; and high-falutin' consumer research techniques, such as focus groups and "ethnographic" studies of families in their suburban habitat, are often useless. Trout advocates simple, obvious, oft-repeated ads, preferably with rhyming slogans, to communicate a single "differentiating idea" that will distinguish a brand from all its competitors. His philosophy is a variant of the decades-old "unique selling proposition" approach to marketing, which tries to convince consumers of a brand's one-of-a-kind attribute (say, "won't dry your skin like other soaps") to justify its higher price. While not quite ground-breaking, Trout's easy-to-read update combines an acerbic take on contemporary marketing fads with a surprisingly thorough and practical guide to the subject for managers and "finance guys" who need to gain expertise.
Copyright 2002 Reed Business Information, Inc.

"...a fascinating and simple read, ideal for the CEO or senior executive who wants some light-hearted yet valuable answers..." (Professional Manager, May 2003)

"...I would recommend it equally to those with little or no experience...an easy to read, accessible and lighthearted..." (Managing Information, September 2003)

A compelling fable that distills the essence of genius marketing strategies
The "King of Positioning" Jack Trout presents the story of PJ Bigdome, a newly appointed CEO looking for a new way to successfully learn about marketing. Luckily, within his PC lurks a genie with vast experience in the particulars of marketing (having helped out with some of the biggest marketing successes ever). As Bigdome finds answers to his most important questions, the reader learns the secrets of successful marketing, such as: the essence of marketing; how much stock to put into research; how to evaluate advertising; how to allocate budgets; and much more. A Genie's Wisdom allows Trout, a famed business visionary, to distill his years of management and marketing experience into an entertaining and educational yarn that reveals today's essential practices.

In A Genie's Wisdom, legendary marketer and "King of Positioning" Jack Trout offers a humorous and enlightening business fable that dispenses bite-sized portions of marketing wisdom for busy managers and executives.

Newly appointed CEO B. J. Bigdome struggles in his attempt to develop a strategy for effectively marketing his products. Without a background in marketing, Bigdome doesn't know who to turn to for reliable advice-until a genie appears with solutions to all his most pressing quandaries. It's the same genie responsible for earth-shattering company turnarounds, super marketing innovations, and the success of headline CEOs. Through ten succinct chapters, the genie answers these ten fundamental questions:
* What is the essence of marketing?
* What's branding all about?
* What should be my product strategy?
* How do I get my pricing right?
* Are there limits to growth?
* What is good research?
* How do I evaluate advertising?
* How do I pick the right medium?
* How important are logos?
* What mistakes are made most often?

This simple, handy book answers all these questions by illuminating marketing's salient points with priceless insight from Trout's years of experience. If you're anything like B. J. Bigdome, you could use the hard-won expertise of your own marketing genie-one with practical, straightforward advice on developing successful marketing strategies and techniques. Especially helpful for executives with little or no marketing background, A Genie's Wisdom offers a quick study of ten vitally important topics in the field.

A Top Management Survival Guide

The era of the celebrity CEO is over. Savage press coverage, warring boards, and a distrustful public are putting more pressure than ever on CEOs to perform at every level-including tough marketing calls they might not have the background to make. So, if your PC doesn't come equipped with a genie, here are a few of the things Jack Trout's A Genie's Wisdom will teach you:
* How branding works
* How to design a product strategy
* How to get pricing right
* How to conduct good research
* How to choose and use logos
* How to avoid the most common marketing mistakes

In addition, there are other quick tips you can't afford to miss. So stop wishing for answers and get in the know-before your career goes up in smoke.

"Gimmicks may come and gimmicks may go, but Jack's principles and insights-over the long haul-are winners."
-John Schnatter, CEO, Papa John's International

JACK TROUT is President of Trout & Partners, one of the most prestigious marketing firms in the United States, with offices in thirteen countries. Recognized as a top marketing guru, Trout popularized the idea of "positioning" products in the minds of customers. He is the author of numerous books on the art of marketing, including Differentiate or Die: Survival in Our Era of Killer Competition and Big Brands, Big Trouble: Lessons Learned the Hard Way, both from Wiley.