JOHN BARNES & RICHARD RICHARDSON
The one-sentence summary:
When considering creative ideas, concentrate on the size of the idea, not the size of the budget.
WHAT THE BOOK SAYS
- You don’t need a big budget to build a brand.
- The principles of judo, where brains matter more than brawn, can help (Ju means flexible and Do means way).
- The authors rejuvenated the Harry Ramsden’s brand and now run their own company called Marketing Judo.
- The seven stages they propose are:
- Getting the basics right (Don’t spend on marketing till the basics are working)
- Picking the right partner (staff, advisors, celebrities, other brands)
- Choosing the right opponent (sloths, not Geesinks*)
- Getting the crowd on your side (creating your own fan club)
- Using your size to your advantage (keeping fit, moving fast, staying focused)
- Doing the unexpected (the competitive advantage of unpredictability)
- Keeping your balance (the benefits of planning for the unexpected)
ELEMENTS OF THE BOOK I PARTICULARLY LIKE
- The point about choosing your competition is well made:
- Spotting corporate sloths is a good way to identify competition you can beat
- Don’t choose Geesinks* (Anton Geesink was a 6’ 6’’ judo player who beat everyone in the 1964 Olympics and forced the introduction of weight classification for the first time).
- There are examples of those who get it right: Pret a Manger, Kettle Foods, Cobra Beer, Eddie Stobart (and Walkers as a Geesink).
- Having a Brains Day not a Budget Day is a good way of leading a brainstorm.