Speed Read: The Marketing Complex

Stephen Cheliotis

The Marketing Complex argues that the focus on the big idea and the audience is distracting brands from the approach they should be taking.

The Marketing Complex: Why Modern Marketers Need to Manage Multiplicity examines the obsession with oversimplification and challenges marketers to consider whether they are blurring the line between simplifying and simplistic.

The Marketing Complex is Giles Lury's rallying cry to marketers to avoid the "siren call of simplicity" to enable their brands to grow in both appeal and size. He shows not only where marketers started making the wrong turn towards simplistic, instead of simplified, but also how they can get back on track.

Central ideas and arguments

Lury's argument is that as the brandscape has changed, so the...

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