If there is one book you want to have read about advertising, it's What Sticks. It is the most comprehensive review of how to succeed at developing Advertising campaigns that I've ever seen.
--Bob Liodice, President and Chief Executive Officer, Association of National Advertisers, Inc.
This book will be to marketers what Six Sigma was to GE's Jack Welch. Everyone knows that marketing is broken. Briggs and Stuart have the data-proven fix. A must read.
--Michelle Conlin, Associate Editor, BusinessWeek
The book... may well be the most important advertising research since the How Advertising Works study of the early 1990s.
--Advertising Age