Will It Fly?
How often have you asked that about a project at work? This book answers that question for Marketing professionals, and those who supervise them.
The authors postulate that just as when you design an airplane that violates the Laws of Physics, it won't fly or if you design a marketing campaign that violates their Laws of Marketing, it won't fly either.
Written in a breezy, humorous style, the "Laws" are presented in a logical order. My favorite was the Law of Line Extension (Chapter 12). When you have an immensely popular brand name, why is it wrong to use it on other products you create?
I enjoyed the book and learned a lot. I offer my own 23rd Immutable Law: "Don't believe everything you read." Read this book and see if you agree.