Eat Your Greens

by Weimer Snijders

How can we sell more, to more people, and for more money? The marketing world is awash with myths, misconceptions, dubious metrics and tactics that bear little relation to our actual buying behaviour. Eat Your Greens is inspired by the genuine advances in marketing science. It challenges us to change the way we think, by taking the huge body of knowledge gained from data and technology and applying the best evidence based thinking to the practice of marketing and communications. The papers are written by some of most respected practitioners in the industry, offering a diverse range of perspectives on how to do more effective marketing, and with an intellectual generosity of spirit from which we can all profit. The book is curated by Wiemer Snijders, partner at Commercial Works.

Genres: Business, Nonfiction

446 pages, Kindle Edition

Published September 25, 2018

Reviews

[Shirley · Rating 4 out of 5]

ok it felt like this book took me a year to read but FINALLY FINISHED IT !!!! Not a book that you are meant to binge because holy moly is it dense. I liked the range of chapter lengths, so it's great if your goal is something like- read 3 chapters a day, or if you want to just pick it up and read a chapter here and there.

There are a some contradicting opinions that make you reevaluate your own stance on strategy, advertising, and marketing so take what you will for each of the articles.

But some takeaways (some typical, some newer)-
+ light buyers > heavy buyers
+ Mass brands are mass because a lot of people use them, not (necessarily) because a lot of people love them
+ RE: Digital marketing taking over and traditional marketing dying. "It was never a question of digital vs. traditional. It was always the answer ‘yes’ and ‘yes’." Digital is just another TOOL we can use. On a similar note, TV and radio aren't dying either.
+ Brand building is a LONG-TERM job, not short term. (requires broad reach media because the aim is to prime everyone in the market)
+ The point is not that brands should target everyone, but rather should aim to target everyone in their CATEGORY. In the long run, always remember your target is the market because consumers are not yours and someone who buys a pair of Nikes might one day buy a pair of Reeboks, etc.
+ + You might only be able to afford to reach 20% of the market- so target 20%. But next year when you are able to afford 30%, don’t limit yourself to 20%.
+ Mass Market Brands must: (1) Make buying as simple as possible, (2) Establish collective meaning, (3) Be tight in both their portfolio and positioning


Overall a good read!

[Dusan Tatransky · Rating 4 out of 5]

Just when I thought reading about marketing gives me no value, I came upon this book. It is full of evidence-backed marketing insights even for seasoned marketing madmen. Some of the chapters were very eye-opening. But some very dull, beating the bush around a point that could be expressed in one sentence... The other thing you should beware, the first few chapters are not the most exciting ones, so give it a chance, or maybe even skip chapters and jump to the ones that interest you most. There are no reading prerequisites.

[Samuel · Rating 4 out of 5]

Mostly good, a few chapters in there were a bit eh, but 3/4 of it was worth reading. Really enjoyed the few chapters on taking a critical look at brand purpose, and providing an alternative way we should be looking at it.

I also found the two chapters on how we make decisions, and understanding emotion in advertising to be really well put together. It's an area where I probably want to do some more reading.

If this was your first marketing book you read, you're in for an exciting journey. Would recommend reading the likes of Byron Sharp, Les Binet, Peter Field and Mark Ritson.

[Robin Burrowes · Rating 4 out of 5]

I liked this book for its brutal honesty about the evolving and somewhat diminishing role marketing can play in today's corporate society. Great insights from thought-leaders and a refreshing perspective on where marketing adds value. Chapter from Jerry Deykin was a highlight. Also, the book is very modular so you can dip in and out too.

[Dundun Yabu · Rating 4 out of 5]

an insightful work

this one contains a lot of investigations towards current market situation. Some parts of the book may be dull for working in advertising industry , but shall be useful for working in marketing department.

[Ivars · Rating 4 out of 5]

Solid

Great selection of essays on marketing fundamentals. Some essays where stronger than others. Pick and choose what you like and find interesting.

[202 unknown · Rating 4 out of 5]

mình thích đọc cái gì đó liền mạch hơn là một chuỗi các bài viết ngắn

có lẽ khi senior hơn thì đọc sẽ hợp hơn

[Brandon Larson · Rating 4 out of 5]

4 stars on the APG scale which translates to 13 stars vs. most other marketing books. I loved the format of the book, tight essays by a wide range of brand strategy heavy hitters covering a wide variety of topics. While some of the bigger names "Freebird" it a bit by regurgitating their past hits, there's a lot of new names and fresh thinking that make this book a must read for any modern marketer.

"One of my first ad agency mentors liked to recall his first job on a market stall, cutting the leaves off the cauliflowers to make them look more attractive. You could argue that most of advertising and branding is, like this, simply a way of making what you have for sale look more attractive. That aesthetic appeal is something people generally find hard to put into words; they may not notice the importance it plays in their choice, and indeed they may resist any suggestion that they didn't choose on more functional, "rational" criteria. But traders soon find out from experience what makes the difference to sales, and respond accordingly. In the natural world, the peacock's tail evolved in order to attract a mate, as the bright colors and markings of flowers did to attract specific insects. Similarly, in the ecology of commerce, the presentation of the successful brand - including storefront, packaging, and advertising - has evolved because it effectively attracts more customers" - Pg. 203

[A PEARSON · Rating 4 out of 5]

Excellent value - a huge beast of a book. Essentially a collection of blog posts / interviews but brilliant nonetheless. 4/5 👍

[Tessa · Rating 3 out of 5]

Contrasting stories and interesting insights on the world of advertising and branding.

[Scott Taylor · Rating 5 out of 5]

Not really a book, more a collection of high-quality articles on branding, marketing and advertising. One to read if you’re worried about being caught looking like a dummy in an agency meeting.

I’d say it’s a ‘must read’, but please don’t. It will make my life so much easier.