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

ISBN-13: 978-0071625364 ISBN-10: 0071625364 Edition: 1st

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Product Details

  • Hardcover: 288 pages
  • Publisher: McGraw-Hill; 1 edition (September 3, 2009)
  • Language: English
  • ISBN-10: 0071625364
  • ISBN-13: 978-0071625364
  • Product Dimensions: 9.3 x 6.3 x 1.1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #257,950 in Books (See Top 100 in Books)

Editorial Reviews

Review

"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 Insisting that traditional marketing is now out-of-date because the consuming public has grown sophisticated in avoiding regular marketing strategies ('Most traditional advertising is meaningless,' he says), he is a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 (Booklist 2009-09-14)

About the Author

Bob Gilbreath is chief marketing strategist at Bridge Worldwide, one of the largest global digital ad agencies. He has worked with some of the world’s largest marketers, including Procter & Gamble, Johnson & Johnson, Anheuser-Busch, and Ford. He currently leads digital strategy work for clients such as Kroger, Abbott, Luxottica, and ConAgra Foods. Bob was recognized by Advertising Age as one of the Top 50 Marketers of 2004. Bridge Worldwide headquarters are located in Cincinnati, Ohio.

More About the Author

Bob Gilbreath is a leader in new product and marketing innovation. He works with both the world's largest companies and earliest startups to define new paradigms for businesses success.

Gilbreath is currently building a meaningful marketing business at Ahalogy, a leading Pinterest optimization and content marketing platform. His writing has been featured in Adweek and Entrepreneur, he has spoken at Harvard Business School, Google, the Cannes Lions Advertising Festival, and he has appeared on ABC News. Bob was named one of the iMedia 25 Internet Marketers and Innovators.

Bob was previously a co-owner of Bridge Worldwide, a digital advertising agency that was acquired by WPP after growing revenue from $10 million to $40 million in five years. Upon completion of its sale, he helped Bridge evolve to become Possible Worldwide, one of the largest global digital agencies with over 1,000 employees in 20 cities. As Possible Worldwide's first Chief Strategy Officer, Bob led global projects for companies such as Johnson & Johnson, Samsung, Danone, and MasterCard.

Bob began his marketing career at Procter & Gamble, where he led a dramatic turnaround of the Mr. Clean brand through several new product innovations. He was recognized by Advertising Age as one of the Top 50 Marketers of 2004. Bob received his MBA in marketing from the NYU/Stern School of Business and his BA in Economics from Duke University.

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Customer Reviews

4.9 out of 5 stars
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As a marketer, I read a LOT of marketing books.
Susan Payton
It has a genuine approach to connecting with consumers in marketing, particularly through the digital space, by understanding what is truly meaningful to them.
Cris C.
Even without the interesting examples in the first half, the practical implementation approach of the second half alone makes this book stand out.
Jonathan Richman

Most Helpful Customer Reviews

6 of 7 people found the following review helpful By George Parker on November 29, 2009
Format: Hardcover
I must say that when asked to review Bob Gilbreath's book, The Next Evolution of Marketing, I was somewhat reluctant. Probably because I expected it to be yet another of those marketing potboilers lining the shelves of America's bookstores, either sporting such esoteric titles as The Twelve Immutable Marketing Secrets of the Kalahari Nomads, or words of wisdom from some gnarly old retired captain of industry, probably ghost written by his latest trophy wife.

Fortunately, Bob's book is neither. For a start, he isn't gnarly, he isn't even retired. He's still working at a large global digital ad agency, which he does rather obviously promote the crap out of at every opportunity. Remember Bob, push is passé. However, to his credit, when he does do this, he ties it in to a specific, provable benefit his company has brought to both client and consumer.

Described by other reviewers as the next step beyond "Permission Marketing," Bob's central thesis is that because customers are increasingly being bombarded with advertising messages which they are choosing to ignore, we now have to create "Marketing with Meaning." I wholeheartedly agree, but with one caveat... There is nothing new about this situation, customers have always been bombarded with marketing messages, it's just that now, the volume has exponentially increased and potential customers have many more ways to tune you out. Therefore, Bob's words acquire even more relevancy.

In the first half of the book, Bob gives many, many (way too many), examples and case studies of companies who have taken a different tack in marketing their products and services to existing and potential customers.
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1 of 1 people found the following review helpful By Richard Z on March 12, 2013
Format: Kindle Edition Verified Purchase
Bob's book is one the few marketing books that keep you gripped. I love the stories he brings from his past in the Procter and Gamble world. If you have read Kotler's book "Marketing 3.0" then you will find this book as the perfect sequel that completes Kotler's theory on the future of marketing and brings a workable platform to it.
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3 of 4 people found the following review helpful By JLS on September 21, 2009
Format: Hardcover
Marketing with Meaning provides real world insight coupled with an actionable framework to drive meaningful marketing forward for any product. The attitudes of the aging boomers and Gen Y coupled with the new recessionary behaviors demand that marketers find a higher level meaning to connect with consumers beyond push advertising. Bob's work with Fortune 100 companies proves that creating valuable marketing itself can drive business results. As an employee that practices marketing with meaning, it also makes me feel more fulfilled in my job. Here's to hoping this changes the perception of the ad business!
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2 of 3 people found the following review helpful By John Chancellor TOP 500 REVIEWERVINE VOICE on November 18, 2009
Format: Hardcover
You only need to look at your personal behavior of ignoring commercials to understand that conventional interruption advertising no longer works. We have all become quite adept at tuning out advertising/marketing efforts. The average person is bombarded with some 3,000 messages per day - so in self-defense we have learned how to guard our attention.

The concepts of this book are based on the truth that our attention has become our most precious asset. Everyone I know suffers from excess demands on their attention. Therefore we have become very guarded about who and where we give our attention. "Consumers trade attention for value." We are no longer willing to listen/watch advertisement unless we believe we are gaining some value in return.

The best example of meaningful marketing is Google. "Because it is revolutionizing the advertising and marketing business by providing a service that people find valuable, Google is considered the most valuable brand in the world today, even though it spends almost nothing on advertising."

The book is divided into two parts. Part one answers the questions: What is marketing with meaning? It goes into great detail why traditional marketing is meaningless and therefore rapidly becoming ineffective. "Meaningful marketers never push, they invite prospective customers in by creating marketing that appeals to the higher unmet needs in their overall lives."

Then there is a discussion of what marketing with meaning can do for a business. Bob Gilbreath says that marketing with meaning follows a hierarchy of consumer needs. The first level of marketing with meaning is providing meaningful solutions, the second level is providing meaningful connections and the highest level is providing meaningful achievements.
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2 of 3 people found the following review helpful By Cris C. on September 21, 2009
Format: Hardcover
Marketing with Meaning is a great read for anyone in marketing. It has a genuine approach to connecting with consumers in marketing, particularly through the digital space, by understanding what is truly meaningful to them. The best way to consume this book is keep top of mind how it can innovate your own marketing efforts and estabilish a meaningful relationship with your target audience.
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2 of 3 people found the following review helpful By Jonathan Richman on September 21, 2009
Format: Hardcover
I have to admit that I've grown a little cynical of many "business" books not because they aren't interesting, but because I find that I don't do anything differently after reading them. There's no clear path of what to do next nor how to achieve all the wonderful, and often theoretical, achievements that are spread throughout the book. The Next Evolution of Marketing is NOT that kind of book.

The first half of the book sets up the concept of "Marketing with Meaning" through example after example. Some are well-known campaigns and others are more obscure. Almost every one is presented in an interesting, case study-like format that reads very quickly. To add some additional color, included throughout are quotes from some of the most well-known marketers in the world. What else is interesting about these examples is that almost every one includes the eventual results of the program where many other books stop at "and it worked really well." This further helps to increase your confidence in the fact that this idea might just be the "next evolution of marketing."

Throughout these examples, you start to realize that this concept isn't just for massive companies or very a select set of industries. Anyone can do it and the second half of the book explains EXACTLY how to it. That's what makes this book different. It's a rare business book that happens to actually be practical instead of theoretical. After reading all the supporting evidence in the first half of the book for why this new marketing approach is essential, you're ready to jump into the second half where you learn the steps you can follow all the way from generating the idea to "selling" it internally to measuring its success. Most business books would have stopped at the first half and called it a day.
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