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Relevance: Making Stuff That Matters Hardcover – September 18, 2008


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Product Details

  • Hardcover: 224 pages
  • Publisher: Portfolio Hardcover (September 18, 2008)
  • Language: English
  • ISBN-10: 1591842204
  • ISBN-13: 978-1591842200
  • Product Dimensions: 7.2 x 5.3 x 1 inches
  • Shipping Weight: 11.2 ounces
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #2,232,470 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

Manners, a branding consultant and editor, takes the reader through the various aspects of building a successful brand, using the title of his book as a one word manifesto; all of his ideas loop back to it sooner or later. Branding is no longer a numbers game, according to the experts that he quotes, but about making your sure your customer is happy; not just with the service, or the product, but in their lives. How can this be achieved? The author's answer: through relevant insights, innovation, investment and design. Combine these with careful attention to value and experience, and you'll get growth. What distinguishes this book is the author's scope: he's clearly well connected and has plenty of quotes from branding and marketing experts across several industries to prove it. British range manufacturer Aga and niche coffee retailer Intelligentsia are just two of the "relevant" brands that Manners explores, and this range of knowledge adds authority to an otherwise thin argument, which at times seems like the same old ideas, rehashed and rebranded.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Booklist

In the hyped-up culture of the digital age, the buzz about a new product can rapidly vault it into must-have status, and at the same time, once-dominant brands can become irrelevant overnight. Branding expert Manners says that the rules of marketing that may have worked in the past no longer apply and that brands can no longer survive based on targeting demographics and traditional advertising. One of the solutions that has worked for companies such as Dell is to allow customers a forum to vent their frustrations and to respond with changes that satisfy their most pressing concerns. Through examples and interviews, Manners profiles dozens of companies, from Kleenex to Apple, that have rediscovered their relevance through insight, innovation, investment, and other revealing techniques. Manners, who has been a marketing consultant for more than 20 years, is the editor and publisher of Hub magazine and the editor of Cool News of the Day, a Web forum for marketing insights. --David Siegfried

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Customer Reviews

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I have read dozens of books on marketing.
William M. Waugh
I so appreciated the fact that the book itself was relevant in its clarity and simplicity regarding what sound marketing today is all about.
Joan
It's the simple things that can make a business more successful.
Gerald A. Dibattista

Most Helpful Customer Reviews

4 of 6 people found the following review helpful By Peter F. Eder on September 19, 2008
Format: Hardcover
As a seasoned marketing observer and as a prominent on-line and print marketing publisher, Manners shares a wealth of experience in a crisply written, laser-focused book. What dramatically increases its importance are the current observations of almost 100 chief marketing officers who are gatekeepers of the world's reading brands.

This is a book that should be on every marketer's bookshelf and in the hands of their subordinates. It lays out a clear road map of what makes a brand relevant ... and how it can be accomplished.
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1 of 2 people found the following review helpful By Joan on November 6, 2008
Format: Hardcover
I was fortunate to be awarded a copy of the book for sharing my thoughts about the brand most relevant to me. As I started reading, I found myself nodding in acknowledgment of these basic nuggets of wisdom as to why traditional advertising just "ain't what it used to be." At last, the idea that it is time to let go of demographics is upon us! What an insightful book. I so appreciated the fact that the book itself was relevant in its clarity and simplicity regarding what sound marketing today is all about. I've got shelves of business tomes that are overwritten with so many parenthetical expressions I can't go back and find the actual beginning of the sentence. I especially appreciated the story on radio since my son also began his aspired career in radio. Happily he wound up in health care public relations earning far more than the "four and out the door" salary of a small station radio. But back to Relevance; the one-on-one discussions with brand leaders were great sound bites that made sense and provided meaningful information.
As an avid Cool News fan I had a feeling the tenor of the book would have the same crispness and punch. Tim Manners did not disappoint.
As a writer and marketing consultant, the actually proved beneficial since I used it to recommend a nontraditional, consumer relevant marketing strategy to a new client. Lastly, thought it was great that Tim acknowledged his Dad for teaching him to cook, sew and iron. I look forward more Relevance. Keep up the great work.
Joan Mansbach
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1 of 2 people found the following review helpful By Christopher Wilson on November 3, 2008
Format: Hardcover
Organizations entering a new era which is calling for changes in how they approach their branding. Many of the trivial ideas about marketing and branding are being tossed to the wayside and a more focused and relevant approach to branding is emerging.

Bottom-line: You're Nothing If You're Not Relevant. Look at the Segway. Over 5 years later and the company MAY have finally reached their predicted 10,000 units sold mark, which was expected to come in just months.

Tim looks at what relevance is and how brands are finding it. Some of his stories and examples surprise you.
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1 of 2 people found the following review helpful By Jaye J. Albright on November 2, 2008
Format: Hardcover
Albright & O'Malley Consults country music radio stations around the world, and after reading "Relevance," I bought a copy for each of our clients. Today, radio reaches almost 95% of the population in an average week. Yet, as new media emerge, there's only one way to keep that listening level and that's by understanding the power of "Relevance." The book is a great teaching tool, for example, for radio personalities to be sure that their personal brand story, as well as that of their radio station, remains relevant to an increasingly-values-driven audience.
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1 of 2 people found the following review helpful By Carl J. Kravetz on November 10, 2008
Format: Hardcover
I inhaled this book in one seating. It is a much-needed look at reality.

It very clearly puts into words the feelings I've been struggling with as I make the transition from adman to sponsored-content creator. I only wish I'd had pages 255 and 256 all those years that I tried to persuade my clients that the way to reach out to Hispanic (or any other) consumers was through relevance, respect and relationship.

I wish I'd had the perspective in "Relevance" years ago. And I wish I'd had some of the contributors as clients!
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1 of 2 people found the following review helpful By William M. Waugh on September 29, 2008
Format: Hardcover
I have read dozens of books on marketing. No one quite gets it like Manners.
A couple of reasons why this is an absolute "must read":
-There are a ton of stories and lessons you can apply to your own organization.
-This is not a "new marketing,""new media,""change or die" sort of book. It is a practical examination of how the profession of marketing is changing and what you must do to remain relevant.
-Manners storytelling and analysis really resonate. You will be smarter for reading this.
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