The Next Evolution of Marketing : Connect with Your Customers by Marketing with Meaning (Hardcover)--by Bob Gilbreath [2009 Edition] ISBN: 9780071625364

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. (20090914)

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.

Booklist

"With solid credentials supporting him (as chief marketing strategist at Bridge Worldwide, a large

advertising agency), Gilbreath lays out his ideas about a marketing strategy he calls 'meaningful

marketing.' 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 grown

sophisticated in avoiding regular marketing strategies ('Most traditional advertising is meaningless,' he

says), 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 cites

the 'best historical example' of marketing with meaning as the Michelin tire company, which, way back

when, 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 case

examples, how it can be tailored to any company, large or small. An essential addition to comprehensive

business collections." --Brad Hooper, Booklist

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. "THE NEW LAWOF MARKETING The Next Evolution of Marketing 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 Company ABOUT 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."-- Provided by publisher Contents......Page 10 Acknowledgments......Page 12 Introduction: The Search for Meaning......Page 16 Part I: What is Marketing with Meaning?......Page 28 1 Why Traditional Marketing is Meaningless: And Why Evolution is Essential......Page 30 2 What Marketing with Meaning can do for you......Page 46 3 Meaningful Solutions: Providing Valuable Information, Incentives, and Services......Page 65 4 Meaningful Connections: Creating Entertaining Experiences that People Can Share with Others......Page 97 5 Meaningful Achievements: Helping People Improve themselves, their Families, and the World......Page 133 Part II: How to Implement Marketing with Meaning in Your Business......Page 158 6 Start at the End: What do you Hope to Accomplish?......Page 162 7 Just Ask: Discovering What Keeps People Up at Night and Gets them out of Bed in the Morning......Page 182 8 Ideate, Rank, Liftoff......Page 207 9 Measure, Adjust, and Keep Growing......Page 233 10 The Future of Marketing with Meaning......Page 260 Epilogue: Adding Meaning to Your Life......Page 282 Endnotes......Page 290 B......Page 296 C......Page 297 G......Page 298 L......Page 299 O......Page 300 S......Page 301 V......Page 302 Z......Page 303 Customers are tuning out. They no longer listen to in-your-face messages. Marketing strategist Bob Gilbreath's new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase. Gilbreath describes success stories, including: Samsung's laptop and cell phone charging stations, 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; and Burger King's Xbox advergames, which helped boost the company's profits by 40 percent in one year. This comprehensive model uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers' needs.--From publisher description "Bob 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, and Con Agra Foods. Bob was recognized by AdvertisingAge as one of the Top 50 Marketersof 2004. Bridge Worldwide headquarters arelocated in Cincinnati, Ohio."-- Provided by publisher Explains how to use his meaningful marketing technique--which opts for fewer intrusive, hard-sell marketing messages and more value-focused messages, independent of calls for purchase--to inspire customers to truly engage with the marketing message and build a campaign designed to fulfill customers' needs. 50,000 first printing. Describing the marketing revolution now underway and the powerful forces driving it; this book explains how to develop and execute a solid strategy for meeting customers needs; and arms you with an original set of metrics for measuring effectiveness. -- Edited summary from book