Book What Sticks

"The purpose of What Sticks to help marketing and advertising professionals understand the scope of this marketing malaise—and then solve it with the use of new approaches, new thinking, some hard data and quite a few ideas based on what we’ve learned from our research with leading marketing departments in Fortune 200 companies".

David Verklin, CEO, Carat Americas, chairman, Carat Asia Pacific

“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

“There are two kinds of problems in business. Messy ones and neat ones. Inventory forecasting is an example of a neat problem. … Then there are the kinds of problems I like. The messy ones. … The fact that the book is built on a foundation of data rather than speculation and hype makes What Sticks a rarity among advertising and marketing books. This book offers a fundamental challenge to existing marketing conventional wisdom. It is going to rile a lot of feathers. … It may get messy—just the way I like it.”

Steven Levitt, coauthor, Freakonomics

Praise for What Sticks

“The purpose of What Sticks is to help marketing and advertising professionals understand the scope of this marketing malaise—and then solve it with the use of new approaches, new thinking, some hard data and quite a few ideas based on what we’ve learned from our research with leading marketing departments in Fortune 200 companies.”

David Verklin, CEO, Carat Americas, chairman, Carat Asia Pacific

“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

Press for What Sticks:

Thought Gadgets calls What Sticks

Book Of The Decade

Ad Age names Greg Stuart’s podcast “How ‘Gut Instinct’ Advertising Decisions Hurt Marketers” the

Number 1 program in 2006.

Tim McHale’s

interview with Greg Stuart for The Madison Avenue Journal

Duct Tape Marketing podcast on What Sticks

iMedia Connection review of What Sticks by Dave Morgan, founder of Tacoda

Radio interview with Greg Stuart on Susan Bratton’s DishyMIx show

Andy Plesser interviews Greg Stuart on Beet.tv