Experience the Message: How Experiential Marketing Is Changing the Brand World [Hardcover]

Max Lenderman (Author)

Book Description

Publication Date: November 23, 2005

Experience the Message is an exciting guide to today's revolution in marketing that challenges long-held beliefs about how products are introduced and sustained on the consumer's highly cluttered radar screen. This book reveals how today's companies can use credible voices and sensory experiences to bring the brand—its essence and its benefits—to life, how a company stimulates interaction between the brand and consumers in meaningful locations, creating a positive and memorable association in places and at times where the consumer is most receptive to learning or interacting with a product or brand.

Editorial Reviews

From Publishers Weekly

In the naïve past, advertising's goal was to place its product in front of as many consumers as possible. Lenderman's uneven book presents the new paradigm: experiential marketing (XM), a corporate form of viral marketing that connects the consumer and product in unique one-on-one situations that engage them with the brand in positive-and what the author terms "authentic"-ways. Through eight chapters that expound on Lenderman's (and others') 2004 IXMA Manifesto (International Experiential Marketing Association), the Creative Director of GMR Marketing provides scores of examples of XM's revolutionary approaches to marketing, many of which are employed by big name companies from Proctor and Gamble to Disney to leading car companies. Instead of the car company logo hanging over the concert stage, how about having new models outside where consumers can get in and breathe in that new car smell? While the book's train of argument wanders as it goes from one campaign to the next, the XM approach is fervently presented as the absolute antidote for dispassionate consumers. Companies looking for new and sophisticated ways to grow and connect their brand with consumers will find this book helpful, as several of its ideas can be adapted and implemented with little capital outlay.
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Review

A book you should have in your library if you're serious about navigating the new marketing world. -- David Polinchock, Brand Experience Lab

An uncommon marketing book.... Besides being a substantive contribution to marketing literature, Experience the Message is a damn good read. -- David Wolfe, Ageless Marketing

Max is one of the sharpest minds operating in experiential mediums today.... He is someone to watch closely. -- Erik Hauser, CD/Founder Swivel Media

Seminal in our understanding of how the world of marketing is radically changing and how to successfully make that transition. -- Karl Moore, columnist for Marketing Magazine

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Product Details

• Hardcover: 336 pages
• Publisher: Carroll & Graf (November 23, 2005)
• Language: English
• ISBN-10: 0786715367
• ISBN-13: 978-0786715367
• Product Dimensions: 8.3 x 5.8 x 1.4 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #1,946,182 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

4.0 out of 5 stars A Good Read, February 24, 2006

By 

Renee Arrington (Keystone, Colorado) - See all my reviews
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This review is from: Experience the Message: How Experiential Marketing Is Changing the Brand World (Hardcover)

Max Lenderman does a good job of illustating the sea change that is taking in the advertising world. His knowledge of the principles of The Experience Economy are sound and he uses them effectively to make his case.

3 of 4 people found the following review helpful:

3.0 out of 5 stars Some good points, too repetitive, February 21, 2006

By 

S. Goodwin (San Francisco, CA United States) - See all my reviews
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This review is from: Experience the Message: How Experiential Marketing Is Changing the Brand World (Hardcover)

Overall, this is a decent book that makes some great points. The book, however, is extremely repetitive and can become tedious at times as the author cites the same examples and ideas over and over (how many Tivo owners skip the commercials?).

To put it another way, this book would be perfect if it were about 100 pages shorter. Another book that covers much of the same material without the repetition is Brand Hijack. I recommend reading that one instead.

3 of 4 people found the following review helpful:

5.0 out of 5 stars Not Your Average Marketing Book! Great stuff., January 11, 2006

By 

Robert Vohotek (New Jersey) - See all my reviews

This review is from: Experience the Message: How Experiential Marketing Is Changing the Brand World (Hardcover)

I bought this book after seeing author Max Lenderman on TV talking about selling toilet paper to hipster rock fans and I'm glad I did... I got so many good ideas from this book and I have been using it to help think of new strategies for my own business. I went to see Max speak at a bookstore recently and he is actually a very nice, down to earth young guy with a great future... there are so many bad marketing books out there, but this one was right on the money and fun to read.