What Sticks, Why Most Advertising Fails and How To Guarantee Yours Succeeds

First published in 2006, Rex Briggs’ last book, What Sticks, weaves together Marketing Evolution case studies from the bluest of blue chip brands, revealing how companies can capture greater value from their marketing spending (and in some cases even decrease spending) while improving results.

What Sticks was covered by CNN, CNBC, NPR, Marketplace, Slate and others as a breakthrough. Advertising Age devoted the lead cover story to Mr. Briggs book and called it the most important work in advertising research in more than a decade.

When Ad Age compiled their year end top 10 lists, What Sticks earned the #1 spot on their list of the most important books we should have already read and Mr. Briggs was on their list of 10 people who made their mark.