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The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning |  | Author: Bob Gilbreath
Publisher: McGraw-Hill
Category: Book
List Price: $27.95
Buy New: $17.13
as of 9/9/2010 05:50 CDT details
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Seller: pbshop
Rating:  18 reviews
Sales Rank: 92551
Media: Hardcover
Edition: 1
Pages: 288
Number Of Items: 1
Shipping Weight (lbs): 1.3
Dimensions (in): 9 x 6.3 x 1.2
ISBN: 0071625364
Dewey Decimal Number: 658.8
EAN: 9780071625364
Publication Date: September 3, 2009
Availability: Usually ships in 1-2 business days
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Product Description
THE NEW LAW OF MARKETING âThe Next Evolution of Marketing is a true beacon for all brand builders. Many books claim that, Bobâs book delivers.â
Jim Stengel, former Global Marketing Officer, Procter & Gamble âSome timeless truths restored for modern marketingâand many new ones added. An inspiring reminder of the value of brand behavior and how to make it happen.â
Sir Martin Sorrell, CEO, WPP âPersuasion has given way to sharing, and marketing will never be the same.â
John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of The Brand Bubble âBob Gilbreath brilliantly shows why weâre no longer living in our fathersâ marketing era. Better yet, he details how marketing works best when it adds value to peopleâs lives, and he provides a playbook for success.â
David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave âThis book provides a framework and compelling examples for creating the next generation of cultureleading brands.â
Mark Greatrex, Senior Vice President, Marketing Communications and Insights, The Coca-Cola Company ABOUT THE BOOK: Marketing with MeaningâThe Breakthrough Strategy for Connecting with Customers! The old interruptive model of marketing doesnât work. Customers are tuning out. They no longer listen to in-your-face messages. Instead, they demand meaning in the brands they buy and the marketing that reaches them. Marketing strategist Bob Gilbreathâs hot new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. This groundbreaking methodology engages customers and wins their business by adding value to their lives. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase. In The Next Evolution of Marketing, Gilbreath unveils a revolutionary new approach to business that fills the gaping voids left in bottom lines when people started tuning out. Gilbreath describes the marketing revolution now underway and the powerful forces driving it. Inside, he provides Marketing with Meaning success stories, including: - Samsungâs laptop and cell phone charging stations, which are now found in more than 50 airports throughout the United States
- Doveâs Campaign for Real Beauty and its viral video âEvolution,â which has been viewed more than 100 million times
- Burger Kingâs Xbox advergames, which helped boost the companyâs profits by 40 percent in one year
This first-ever comprehensive model for creating and managing a meaningful marketing campaign uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customersâ needs. It also arms you with an original set of metrics for precisely measuring the effectiveness of your initiatives. You simply cannot afford to get left behind in advertisingâs âgolden ageâ of interrupt, tell, and sell marketing. Marketing with Meaning is how your customers demand business be done today and tomorrow. The Next Evolution of Marketing is your guide to surviving and thriving in this marketing revolution. (20090914)
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| Customer Reviews:
Showing reviews 1-5 of 18
Marketing that matters July 23, 2010
Susan Payton (San Diego, CA)
As a marketer, I read a LOT of marketing books. Some I forget. This one I won't. Gilbreath does an excellent job of explaining marketing with meaning: providing value to the customer to make them care about your brand. This is something a lot of companies and marketers have forgotten to do.
It reinforces my philosophy in marketing. Excellent read.
A Great Inspiration May 11, 2010
E. Jurkovic
As a recent college grad trying to get into the advertising industry, this book got me excited to work in the field that is going through so much change right now. The bottom line of this book explains how the old model of "tell and sell" advertising is basically dead. Mass media is falling apart and basic advertising that interrupts our daily lives is simply not working as a business model.
With the consumer now having so much power and the ability to interact with her brand, companies HAVE to adapt and provide incredible relationship value with consumers. That is exactly what the book explores with countless examples to back it up.
Most argue that advertising is slowly dying but those optimistic ones out there, like Bob here, know that it is simply changing for the better and I don't think I would want to get into the industry at any other time.
Read this book if you want to do anything at all related to marketing/advertising/sales.
Clear Vision plus Actionable Advice January 18, 2010
Jason Deal (Los Alamitos, CA United States)
For progressive marketers and their advisers anxiously monitoring the tectonic shifts in consumer media consumption and the degrading performance of their traditional marketing strategies, this book does a great job of landing the conceptual plane described by today's media and marketing thought leaders such as Godin, Garfield, and those Punk Marketing guys. Traditional media isn't dead, but over the coming years it will become increasingly important for brands to create value with their actual marketing efforts. The web design guys have known this since the browser took off and the notion of user-centered design took hold...it's not about getting the message pushed out, but about creating unique value to help consumers achieve their goals and attracting consumers to the brand through this value creation effort. Bob's book builds the scenario clearly, provides a vision for a new model through interesting case studies, and provides well-considered guidance on how to make this turn happen starting with your next project or campaign. While the marketing services industry debates its future in these tumultuous times, I believe this book also provides a template for the future agency model...it's the "add agency". Highly recommended.
@JasonDeal
One of the very few marketing books that make sense. November 30, 2009
George Parker (Boise, ID USA.)
4 out of 4 found this review helpful
I must say that when asked to review Bob Gilbreath's book, The Next Evolution of Marketing, I was somewhat reluctant. Probably because I expected it to be yet another of those marketing potboilers lining the shelves of America's bookstores, either sporting such esoteric titles as The Twelve Immutable Marketing Secrets of the Kalahari Nomads, or words of wisdom from some gnarly old retired captain of industry, probably ghost written by his latest trophy wife.
Fortunately, Bob's book is neither. For a start, he isn't gnarly, he isn't even retired. He's still working at a large global digital ad agency, which he does rather obviously promote the crap out of at every opportunity. Remember Bob, push is passé. However, to his credit, when he does do this, he ties it in to a specific, provable benefit his company has brought to both client and consumer.
Described by other reviewers as the next step beyond "Permission Marketing," Bob's central thesis is that because customers are increasingly being bombarded with advertising messages which they are choosing to ignore, we now have to create "Marketing with Meaning." I wholeheartedly agree, but with one caveat... There is nothing new about this situation, customers have always been bombarded with marketing messages, it's just that now, the volume has exponentially increased and potential customers have many more ways to tune you out. Therefore, Bob's words acquire even more relevancy.
In the first half of the book, Bob gives many, many (way too many), examples and case studies of companies who have taken a different tack in marketing their products and services to existing and potential customers. All good worthwhile stuff, particularly as he shows the concrete results of their efforts rather than the usual BDA (Big Dumb Agency) soporific... "We increased brand awareness." Personally, I think the number of examples is overkill, but I am sure all the MBA's out there will lap it up and create hundreds and hundreds of Power Point slides from the information.
The second half is a guide to implementing Bob's "Marketing with Meaning" premise into a company's marketing program. As with all good ideas, this is in reality, simple and logical. Something most large organizations seem to have a problem grasping. Think Cisco with its 47 "Action Committees" each with dozens of middle managers. Then compare it Rockefeller's Standard Oil at the height of its power. He had eleven managers. Bob does an excellent job of boiling everything you need to know down into four succinct and meaningful steps. Bravo Bob, but you'll never get a job at Cisco.
If you are pressed for time, take Bob's advice in Chapter six... "Start at the end."
The final five chapters are solid gold. The whole book reminds me of famous dead ad man Howard Gossage, who said forty years ago... "People don't read advertising, they read what interests them. Sometimes, that's advertising."
The Next Evolution of Marketing, Has lots of good stuff, I highly recommend it.
Now go buy my last book. Cheers/George
The Ubiquitous Persuaders
Fantastic Insights, Timely, Relevant, A must read November 18, 2009
John Chancellor (New Orleans)
1 out of 1 found this review helpful
You only need to look at your personal behavior of ignoring commercials to understand that conventional interruption advertising no longer works. We have all become quite adept at tuning out advertising/marketing efforts. The average person is bombarded with some 3,000 messages per day - so in self-defense we have learned how to guard our attention.
The concepts of this book are based on the truth that our attention has become our most precious asset. Everyone I know suffers from excess demands on their attention. Therefore we have become very guarded about who and where we give our attention. "Consumers trade attention for value." We are no longer willing to listen/watch advertisement unless we believe we are gaining some value in return.
The best example of meaningful marketing is Google. "Because it is revolutionizing the advertising and marketing business by providing a service that people find valuable, Google is considered the most valuable brand in the world today, even though it spends almost nothing on advertising."
The book is divided into two parts. Part one answers the questions: What is marketing with meaning? It goes into great detail why traditional marketing is meaningless and therefore rapidly becoming ineffective. "Meaningful marketers never push, they invite prospective customers in by creating marketing that appeals to the higher unmet needs in their overall lives."
Then there is a discussion of what marketing with meaning can do for a business. Bob Gilbreath says that marketing with meaning follows a hierarchy of consumer needs. The first level of marketing with meaning is providing meaningful solutions, the second level is providing meaningful connections and the highest level is providing meaningful achievements.
There are numerous examples of highly successful marketing campaigns in each section. The examples covers a wide variety of products/services and sizes of businesses.
Part two of the book is a detailed outline for anyone to implement the concepts of this book in their own business. Again, there plenty of examples of successful implementations.
Does it work? According to Gilbreath, "Not only have we never seen a major meaningful marketing effort fail to pay off, but with the rising cost and failing results of traditional mass media, you may have no other choice."
The book is well written and easy to read. The concepts and insights are remarkable. You will totally understand that to compete in our rapidly changing world, you must adapt to meet the prospect. There are dozens of examples of companies that have used the internet to build meaningful marketing campaigns much faster and less expensively than traditional marketing.
As a final note Gilbreath discusses the way society views marketers - on the lower end of the scale. He says, "By creating marketing that people choose to engage with, and that itself improves people's lives, we are reaching the highest level of personal success."
So not only will the marketing work better, the marketers will find higher meaning in life.
This is a very important work. I believe it brings very high value to anyone involved in marketing their business.
It is the next evolution of marketing.
Showing reviews 1-5 of 18
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