WAR INBOARD THE ROOM: Why Left-Brain Management and Right-Brain Marketing Do not See Eye-to-Eye and What to Do About It AL & LAURA RIE

WAR INBOARD THE ROOM: Why Left-Brain Management and Right-Brain Marketing Don’t See Eye-to-Eye and What to Do About It AL & LAURA RIES book Free download.

Your brain is divided into two completely separate hemispheres. Each hemisphere processes information differently. Your left hemisphere processes information in series. It thinks in language. It works linearly and methodically. Your right hemisphere processes information in parallel. It thinks in mental images. It “sees” the big picture. One side of your brain or the other is dominant. In itself, that should not be surprising since it’s consistent with another well-known human trait. Some people are left-handed and some people are righthanded. In a similar fashion, some people are left brainers and some people are right brainers. (The two are independent. Left brainers can be either right-handed or left-handed. And vice versa).

What are you? If you’re the CEO of a major corporation, chances are good you are a left brainer. Before you make a decision, you want to be supported by facts, figures, market data, consumer re-Preface search. It couldn’t be otherwise in a world where the ultimate measurement is the bottom line and the stock price. If you have a job in marketing, chances are good you are a right brainer. You often make decisions by “gut instinct” with little or no supporting evidence. It couldn’t be otherwise in a creative discipline like marketing.

WAR INBOARD THEROOM Why Left-Brain Management and Right-Brain Marketing Don’t See Eye-to-Eye— and What to Do About It AL & LAURA RIES cover page

WAR INBOARD THEROOM Why Left-Brain Management and Right-Brain Marketing Don’t See Eye-to-Eye— and What to Do About It AL & LAURA RIES Contents:

1. Management deals in reality
2. Marketing deals in perception.
3. Management concentrates on the product.
4. Marketing concentrates on the brand.
5. Management wants to own the brand.
6. Marketing wants to own the category.
7. Management demands better products.
8. Marketing demands different products. 31Contents
9. Management favors a full line.
10. Marketing favors a narrow line.
11. Management tries to expand the brand.
12. Marketing tries to contract the brand
13. Management strives to be the “first mover.”
14. Marketing strives to be the “first minder.
15. Management expects a “big-bang” launch.
16. Marketing expects a slow takeoff.
17. Management targets the center of the market.
18. Marketing targets one of the ends
19. Management would like to own everything.
20. Marketing would like to own a word
21. Management deals in verbal abstractions.
22. Marketing deals in visual hammers.
23. Management prefers a single brand.
24. Marketing prefers multiple brands.
25. Management values cleverness.
26. Marketing values credentials.
27. Management believes in double branding.
28. Marketing believes in single branding.
29. Management plans on perpetual growth.
30. Marketing plans on market maturity.
31. Management tends to kill new categories.
32. Marketing tends to build new categories.
33. Management wants to communicate.
34. Marketing wants to position.
35. Management wants customers for life.
36. Marketing is happy with a short-term fling.
37. Management loves coupons and sales.
38. Marketing loathes them.
39. Management tries to copy the competition.
40. Marketing tries to be the opposite.
41. Management hates to change a name.
42. Marketing often welcomes a name change.
43. Management is bent on constant innovation.
44. Marketing is happy with just one.
45. Management has the hots for multimedia.
46. Marketing is not so sure.
47. Management focuses on the short term.
48. Marketing focuses on the long term.
49. Management counts on common sense.
50. Marketing counts on marketing sense.