The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning
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THE NEW LAWOF MARKETING“The Next Evolution ofMarketing is a true beaconfor all brand builders.Many books claim that,Bob’s book delivers.”Jim Stengel, former GlobalMarketing Officer, Procter & Gamble“Some timeless truthsrestored for modernmarketing—and many newones added. An inspiringreminder of the value ofbrand behavior and how tomake it happen.”Sir Martin Sorrell, CEO, WPP“Persuasion has given wayto sharing, and marketingwill never be the same.”John Gerzema, Chief InsightsOfficer, Young & Rubicam, andcoauthor of The Brand Bubble”Bob Gilbreath brilliantlyshows why we’re nolonger living in our fathers’marketing era. Better yet,he details how marketingworks best when it addsvalue to people’s lives, andhe provides a playbookfor success.”David Meerman Scott,bestselling author of The NewRules of Marketing & PR andWorld Wide Rave“This book provides aframework and compellingexamples for creating thenext generation of cultureleadingbrands.”Mark Greatrex, SeniorVice President, MarketingCommunications and Insights,The Coca-Cola CompanyABOUT THE BOOK:Marketing with Meaning—The Breakthrough Strategy for Connecting with Customers!The old interruptive model of marketingdoesn’t work. Customers are tuning out.They no longer listen to in-your-face messages.Instead, they demand meaning inthe brands they buy and the marketing thatreaches them.Marketing strategist Bob Gilbreath’s hotnew concept, Marketing with Meaning,represents the next evolutionary step in aprogression following direct marketing andpermission marketing. This groundbreakingmethodology engages customers and winstheir business by adding value to their lives.Rather than pushing a product or service,Marketing with Meaning woos customers byoffering them something of value independentof purchase.In The Next Evolution of Marketing, Gilbreathunveils a revolutionary new approach tobusiness that fills the gaping voids left inbottom lines when people started tuning out.Gilbreath describes the marketing revolutionnow underway and the powerful forces drivingit. Inside, he provides Marketing withMeaning success stories, including: Samsung’s laptop and cell phonecharging stations, which are nowfound in more than 50 airportsthroughout the United States Dove’s Campaign for Real Beautyand its viral video “Evolution,”which has been viewed more than100 million times Burger King’s Xbox advergames,which helped boost the company’sprofits by 40 percent in one yearThis first-ever comprehensive model for creatingand managing a meaningful marketingcampaign uses in-depth case studies of successfulcampaigns and explains how to developand execute a solid strategy for meetingcustomers’ needs. It also arms you with anoriginal set of metrics for precisely measuringthe effectiveness of your initiatives.You simply cannot afford to get left behind inadvertising’s “golden age” of interrupt, tell,and sell marketing. Marketing with Meaningis how your customers demand business bedone today and tomorrow. The Next Evolutionof Marketing is your guide to survivingand thriving in this marketing revolution. Booklist "With solid credentials supporting him (as chief marketing strategist at Bridge Worldwide, a largeadvertising agency), Gilbreath lays out his ideas about a marketing strategy he calls 'meaningfulmarketing.' He defines meaningful marketing as the 'marketing itself add[ing] value to peoples’ lives.'Insisting that traditional marketing is now out-of-date because the consuming public has grownsophisticated in avoiding regular marketing strategies ('Most traditional advertising is meaningless,' hesays), he is a great proponent of marketing that offers consumers actual things to put to practical use,which then, in turn, makes the best advertising for the company that is supplying those services. He citesthe 'best historical example' of marketing with meaning as the Michelin tire company, which, way backwhen, produced the first-ever car-travel guide to France. From there Gilbreath presents, essentially, a how to:outlining a model for developing meaningful marketing and then explaining, with many useful caseexamples, how it can be tailored to any company, large or small. An essential addition to comprehensivebusiness collections." --Brad Hooper, Booklist
PART ONE: What is MEAN IT! Marketing?Chapter 1: What Mean It! Marketing Can Do (for Your Customers, Your Bottom Line, and the World)Chapter 2: Give the People What They Want: What Makes Marketing Meaningful Chapter 3: “I Need Money, Time, and Information”: Meaningful Solutions Chapter 4: “I Want My 15 Minutes of Fame… and I Want Others to Know About It”: Meaningful Connections Chapter 5: “Help Me Change My World”: Meaningful AchievementsPART TWO: How to Implement MEAN IT!Chapter 6: Start at the End: What Do You Hope to Accomplish?Chapter 7: Just Ask: Discovering What Keeps People Up at Night, and Gets Them Out of Bed in the Morning Chapter 8: Ideate, Rank, Repeat: Gauging the Meaning of Your Marketing Chapter 9: Measure It: Evaluating the Success of Your Meaningful Marketing Chapter 10: MEAN IT! Marketing at Work: From Early Adopters to Hall-of-FamersEpilogueBob Gilbreath is chief marketing strategistat Bridge Worldwide, one of the largest globaldigital ad agencies. He has worked withsome of the world’s largest marketers,including Procter & Gamble, Johnson &Johnson, Anheuser-Busch, and Ford. Hecurrently leads digital strategy work for clientssuch as Kroger, Abbott, Luxottica, andConAgra Foods. Bob was recognized by AdvertisingAge as one of the Top 50 Marketersof 2004. Bridge Worldwide headquarters arelocated in Cincinnati, Ohio.
