War in the Boardroom: Why Left-Brain Management and Right-Brain Marketing Don't See Eye-to-Eye--and What to Do About It [Hardcover]

Al Ries (Author), Laura Ries (Author)

Book Description

Release date: February 24, 2009

Renowned business gurus Al and Laura Ries give a blow-by-blow account of the battle between management and marketing—and argue that the solution lies not in what we think but in how we think

There's a reason why the marketing programs of the auto industry, the airline industry, and many other industries are not only ineffective, but bogged down by chaos and confusion.

Management minds are not on the same wavelength as marketing minds.

What makes a good chief executive? A person who is highly verbal, logical, and analytical. Typical characteristics of a left brainer.

What makes a good marketing executive? A person who is highly visual, intuitive, and holistic. Typical characteristics of a right brainer.

These different mind-sets often result in conflicting approaches to branding, and the Ries' thought-provoking observations—culled from years on the front lines—support this conclusion, including:

• Management deals in reality. Marketing deals in perception.
• Management demands better products. Marketing demands different products.
• Management deals in verbal abstractions. Marketing deals in visual hammers.

Using some of the world's most famous brands and products to illustrate their argument, the authors convincingly show why some brands succeed (Nokia, Nintendo, and Red Bull) while others decline (Saturn, Sony, and Motorola). In doing so, they sound a clarion call: to survive in today's media-saturated society, managers must understand how to think like marketers—and vice versa. Featuring the engaging, no-holds-barred writing that readers have come to expect from Al and Laura Ries, War in the Boardroom offers a fresh look at a perennial problem and provides a game plan for companies that want to break through the deadlock and start reaping the rewards.

Editorial Reviews

From Publishers Weekly

Father and daughter marketing experts and bestselling authors of The Fall of Advertising, the Rieses explore the gulf between management and marketing and show why this gulf is bad for business, customers and the economy. They demonstrate how the two groups think differently: management deals in reality (left brain), while marketing deals in perception (right brain). This dichotomy extends to every facet of operation, including product versus brand, better versus different products and communicating versus positioning. The authors use a multitude of company examples from Booz Allen Hamilton, McDonald's, Pepsi and MasterCard to elucidate their points, showing how the two groups approach vital issues such as growth, competition and branding, underscoring the need for both marketing and management to understand the other side's perspective and priorities. The Rieses are persuasive in their argument, examining tried-and-true brands as well as those that have faded. Entertaining and enlightening, this book has much for executives and managers at all levels to ponder. (Mar.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

“[M]arketing folks should learn to speak in left-brain terminology. The book is a good place to start lessons. Examples are well-explained and down-to-earth. As for managers, even the most logical and analytical types should be able to see the reasoning behind ‘marketing sense.’” (USA Today )

“The Rieses are persuasive in their argument.... Entertaining and enlightening, this book has much for executives and managers at all levels to ponder.” (Publishers Weekly )

“[The Rieses’] engaging arguments are presented in a simple-to-read format, and the examples are persuasive.” (Harvard Business Review )

See all Editorial Reviews

Product Details

• Hardcover: 304 pages
• Publisher: HarperBusiness; 1 edition (February 24, 2009)
• Language: English
• ISBN-10: 0061669199
• ISBN-13: 978-0061669194
• Product Dimensions: 5.5 x 1 x 8.5 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #799,666 in Books (See Top 100 in Books)

Most Helpful Customer Reviews

3 of 3 people found the following review helpful

5.0 out of 5 stars Packed with great examples and insights. April 14, 2009

By Sam Harrison

Format:Hardcover|Amazon Verified Purchase

Al Ries won the hearts and minds of marketers back in 1981 with his seminal text on positioning, and, to his credit, he's still preaching the same message. And for good reason: his positioning theories and insights have been proven time and again over two-plus decades. This book -- written with his daughter Laura -- clearly shows how marketers and management sit on opposite sides of the table when it comes to outlook and actions. Management deals in reality; marketing deals in perception.

These two authors know how to write. There's not a dull page to be found. Instead, the book overflows with dozens of lively, real-world examples clearly demonstrating the difference between management and marketing -- and where right-brainers or left-brainers have taken their brands for better or worse. And the authors aren't shy about assessing and making predictions about some of today's marquee brands such as Google and Amazon. It's an interesting, fun read.

More literal-minded readers -- left-brainers -- might be disappointed that final chapters aren't devoted to by-the-numbers directions on what to do about the problems of divided brains in the boardroom. But right-brainers -- in fact anybody who pays attention -- will instantly understand that every chapter in the book and the myriad examples provide the case studies on what works and what doesn't work.

If you're on the management side, read and heed. And if you're on the marketing side do as the authors suggest and use the well-written case histories as analogies to help educate top management and sell your concepts.

3 of 4 people found the following review helpful

5.0 out of 5 stars Marketing Vs. Management April 2, 2009

By Robb

Format:Hardcover

Making marketing a continual science of the mind and pointing out the obvious -no one else can quite see with such clarity, the Ries Family does it again with yet another resource for the MBA marketing student catalog and again so user-friendly for the average marketing everyman who wants to understand why there's still a war in American corporate boardooms - and what to do about it. While their marketing classic "Positioning" book gave insight into how to 'plan your brand' into the minds of your targeted American consumer, "War in the Boardroom" (still leveraging those catchy head icons) addresses the the roadblocks marketers face from management in advancing their brands. One of the most concise quotes in this typical Ries fun-to-read book sums it all up definitively: "Management believes the key to success is developing a better PRODUCT. Marketing believes the key to success is developing a better PERCEPTION." Given the obvious conflict, if you want to take control of your marketing not just focused on your consumer, but on your own boardroom, pick up this book now - it could give you the power to understand what really has been holding your brand back.

4 of 6 people found the following review helpful

5.0 out of 5 stars Compelling and insightful ! March 5, 2009

By Josef Cohen

Format:Hardcover

Another must read book from the Ries power house.
As a professional marketer, this book is a powerful tool.

Josef Cohen/ Marketing research doctorate

2 of 3 people found the following review helpful

4.0 out of 5 stars Always Good Stuff from the Ries's August 21, 2009

By Jim Estill

Format:Hardcover

I loved the book just like I like most of Ries stuff - I have been a follower almost from the start when Al Ries and Jack Trout wrote the great classic "The 22 Immutable Laws of Marketing"

Since then Al Ries has teamed up with his daughter Laura and written a number of other books - mostly on the same topic. They write about branding and positioning.

I do not like the title as I think most of the battles they talk about - management vs marketing actually take place outside the boardroom.

The branding rules they talk about are simple and logical. Focus on one thing. Do not try to be everything to everybody. Be dominant in a category. One brand - one category (so don't try to sell Crest soap). I love the logic in it but I still find it hard to focus.

The thesis of the book is left brained people (logic based - who they say are management) conflict with right brained people (intuition based - who they say are marketing). Management wants to extend the brand, marketing knows better.

It is all about perception. It may not even be current sales that determine how strong a brand is, it is what the customers think of the brand that will create future strength. It is not so much about the product which is often the sole focus of management.

I am a strong believer in much of what the Ries have to say and suggest everyone should read a few of their books. I would suggest starting with one of their earlier books. Their views on branding and positioning are right on.

2 of 3 people found the following review helpful

5.0 out of 5 stars Have peace and profit in the boardroom March 27, 2009

By Erik B. Johnson

Format:Hardcover

Al and Laura Ries offer a fresh look at the mess between management and marketing. Great marketers build brands (right-brain) and management (left-brain) usually destroys them. An entertaining page turner that should be required reading for upper management.

Each chapter offers a unique take on the growing problem between management and marketing. The book is filled with great examples. It is concise and to the point. With many brands in America suffering more CEO's should take their advice from Al and Laura.

A great reading that is thoroughly entertaining. All entrepreneurs should read this book.

5.0 out of 5 stars Excellent read August 15, 2012

By First Time Caller

Format:Hardcover

Maybe my 2nd favorite business book after Up the Organization. The writers have done an excellent job of giving examples where the boardroom mentality is a consistent recipe for failure. The book reads easily and avoids the standards cliches found in many writings of its type. Highly recommended.