Simplicity Marketing is a book that should have a mandatory place on every brand marketer's bookshelf. But it won't stay on the shelf long. . .it's too valuable as a guide on how to sell in the 21st century.
Steven Cristol and Peter Sealey have blended insightful brand concepts with street-smart practicality and devised a brilliantly straightforward methodology that is likely to become the weapon of choice for all brand marketers, regardless of the industry in which they compete. The Four R's is literally a formula for success, and an antidote at last for the confusion (among both buyers and sellers) brought about by overchoice and clutter in the marketplace. Just as valuable as the specific cases are the questions raised that should give pause to every marketer who may be shepherding an unnecessarily complex set of brand offerings.
Above all, Simplicity Marketing provides a lens through which smart marketers will view the world in order to rebuild broken brands, or provide accelerated momentum for those on the rise.
-- Lynn Upshaw, brand strategist. Author of Building Brand Identity, and lead author of The Masterbrand Mandate
