Magazine article Marketing

On the Sheet: Games without Frontiers - Brands That Break Rules

Magazine article Marketing

On the Sheet: Games without Frontiers - Brands That Break Rules

Article excerpt

Ben Carter, marketing director of, reviews Gamechangers by Peter Fisk.

Any book that leads with the question, 'Are you ready to change the world?', and has the equally impressive title Gamechangers, is guaranteed to excite me. I therefore had rather grand expectations of it.

While these weren't met entirely, it is a useful brand textbook, not least because of the diverse examples of 'gamechanger' brands from around the world that are peppered throughout each chapter, from Alibaba in Asia to Ashoka in Canada. Fisk uses these to bring marketing theory to life, and it works.

Marketing textbooks tend to come in two guises: either they are all theory (often academic and controversial) or are more narrative-focused This book, however, bridges the gap by combining both, with the result that you end up feeling enlightened, rather than patronised.

At the heart of the book is the question, how do you become a gamechanger? Fisk takes the reader on a journey through marketing theory, real-life brand examples and practical exercises to help you get there. However, having reached the end of the book, while I feel that a lot of my approach and thinking as a marketing director has been endorsed, at the same time I don't feel like much has changed, or, indeed, that I should change much.

That said, perhaps the biggest strength of the book is that the practical exercises are sector-neutral and simple. So, while they do stretch the mind of the always-busy marketer, they are also very doable when time and speed is of the essence. …

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