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The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning 1st Edition
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More About the Author
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.
Top Customer Reviews
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.Read more ›
Bob's examples are mainly from big companies with big budgets. I run a small SEO/internet marketing business, mainly for mom and pop size shops. This information is as useful for them as it is for the big boys.
It is an excellent read, well thought out, easy to follow and has lots of examples to trigger ideas.
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.Read more ›
Most Recent Customer Reviews
Though book is aimed at professional marketers, I found useful information for a small business owner.Published 18 months ago by JERRY DOYLE
The book is awesome. It presents a lot of examples/case studies for marketers of how to do things in a different way.In a new way. It's about the new rules of marketing. Read morePublished on January 16, 2012 by Lilach
The Next Evolution of Marketing explains how professionals can tailor their marketing concepts to reach diverse levels of customer desires. Read morePublished on February 20, 2011 by Elisha Tucker
The best Marketing book I've read in a long time. As a mid-twenties marketing manager, I find my own company stuck in this rut of meaningless marketing. Read morePublished on January 31, 2011 by Tom Tucker
I had to get this book for class. I am trying to avoid reading it and will resell it as soon as the semester ends.Published on October 3, 2010 by Jam On
As a marketer, I read a LOT of marketing books. Some I forget. This one I won't. Gilbreath does an excellent job of explaining marketing with meaning: providing value to the... Read morePublished on July 23, 2010 by Susan Payton
As a recent college grad trying to get into the advertising industry, this book got me excited to work in the field that is going through so much change right now. Read morePublished on May 10, 2010 by E. Jurkovic