"Genius" is about applying deep intelligence in more imaginative ways.

We consider how Einstein made sense of complexity, and how Steve Jobs has done similarly in his field. It explores the creative mind of Picasso and compares it to the enfant terrible of design, Philippe Starck. And it looks at Warren Buffet's passion for profits, and reflects on the immense legacy of Phil Knight at Nike.

Applying this in practice, the book considers how to connect such left- and right-brain thinking to build more powerful and compelling brands - from Alessi and Zara, to Innocent and Jet Blue. It describes the implications for communications and channels that harness, rather than challenge, consumer power. And it provides a more enlightened approach to measuring and reporting marketing performance short and long-term.

"Marketing Genius" is about combining deep intelligence and radical creativity to deliver extraordinary results in the marketplace and on the
bottom line.

This is why:

- 2 sides of the brain. Business needs to engage both left and right-sides of the brain, creative and analytical.

- 2.6 seconds to make decisions. Customers don't make rational purchase decisions.

- 3 times increase in competition. Markets have blurred as barriers fall, technologies converge, and customers change their context.

- 5.4 things kids can do at once. Youth markets require a different approach. They are able to cope with more complexity and motivations.

5.9% better returns by marketing CEOs. Business leaders with a market-related background are more able to seize the best opportunities.

- 25% of portfolios create value. A minority of customers, products and markets typically create the majority of economic value.

- 50% of marketing is wasted. But which half, asked Lord Leverhulme. The current proportion could be even higher.

- 54% of people have banned marketing. The proportion of US households that have registered to block telemarketing at donotcall.com.

- 60% of market research is unused. Highlighting the limited engagement in and perceived value of conventional research.

- 86% of market value is intangible. Reflecting the future rather than today's profits, and driven by the potential impact.

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