The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning

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McGraw Hill Professional, Aug 9, 2009 - Business & Economics - 288 pages
3 Reviews

THE NEW LAW OF MARKETING

The Next Evolution of Marketing is a true beacon for all brand builders. Many books claim that, Bob’s book delivers.”
Jim Stengel, former Global Marketing Officer, Procter & Gamble

“Some timeless truths restored for modern marketing—and many new ones added. An inspiring reminder of the value of brand behavior and how to make it happen.”
Sir Martin Sorrell, CEO, WPP

“Persuasion has given way to sharing, and marketing will never be the same.”
John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of The Brand Bubble

”Bob Gilbreath brilliantly shows why we’re no longer living in our fathers’ marketing era. Better yet, he details how marketing works best when it adds value to people’s lives, and he provides a playbook for success.”
David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave

“This book provides a framework and compelling examples for creating the next generation of cultureleading brands.”
Mark Greatrex, Senior Vice President, Marketing Communications and Insights, The Coca-Cola Company

ABOUT THE BOOK:

Marketing with Meaning—The Breakthrough Strategy for Connecting with Customers!

The old interruptive model of marketing doesn’t 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 Gilbreath’s 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:

  • Samsung’s laptop and cell phone charging stations, which are now found in more than 50 airports throughout the United States
  • Dove’s Campaign for Real Beauty and its viral video “Evolution,” which has been viewed more than 100 million times
  • Burger King’s Xbox advergames, which helped boost the company’s 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 customers’ 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 advertising’s “golden age” 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.

 

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LibraryThing Review

User Review  - GShuk - LibraryThing

Great book on marketing’s move from interruption to permission to meaning. He explains why the old way is becoming less and less successful. Marketing with meaning on the other hand is changing the ... Read full review

User Review - Flag as inappropriate

Consumers are becoming desensitized to traditional marketing methods and are demanding more value from brands. Marketing is now becoming part of the value proposition and this book provides great case examples and strategic clarity to how brands can provide similar value to their customers. A great read! 

Contents

The Search for Meaning
1
What is Marketing with Meaning?
13
How to Implement Marketing with Meaning in Your Business
143
Adding Meaning to Your Life
267
Endnotes
275
Index
281
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About the author (2009)

Bob Gilbreath is chief marketing strategist at Bridge Worldwide, one of the nation’s largest digital ad agencies. He maintains a busy speaking schedule, delivering keynote presentations at conferences, running training sessions at such companies as Procter & Gamble and Johnson & Johnson, and guest lecturing at NYU/Stern School of Business and Miami University.

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