Can a marketing book be fiction?

Mike Prentice sent along an AdAge article about the Top 10 Marketing and Media Books of All Time. There was that moment of anticipation while I waited for the page to load, sort of like when waiting for Tom Hanks to open the envelope at the Oscars.

Right up there in the #4 slot was the novel “e” by Mark Beaumont.  That’s right, a novel.  Now don’t get me wrong, I love novels.  I even have my graduate degree in Creative Writing. But does one belong in a list of Top 10 Marketing Books?

It worries me when a profession needs to look to fiction for guidance.  

It also worries me that the number 1 book is Positioning by Mr. Trout and Mr. Ries.  But it does not surprise me.  The Positioning method is so widely adopted that it’s validity is not even questioned.  Or is it?  

Truth is that the majority of marketers are looking for a breakthrough method that is more effective than brand positioning.  That is what we heard in our survey of over CMOs at over 100 corporations.  

The alternative methods of marketing are not well known, which explains why brand positioning continues to be so dominant.  This blog is one way of contributing to the marketing conversation by sharing how Narrative Branding is one of those alternative methods of marketing. Marc Gobe’s Emotional Branding and Doug Holt’s Iconic Branding are also well thought through alternatives to brand positioning.

Now back to that AdAge list…Can we at least substitute “Waiting for Godot” in place of “e”?  Or the brilliant movie “Putney Swope”?  I know, I know, a play and a movie ain’t a book…

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