The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning
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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 Achievements
PART 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-Famers
Epilogue
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.