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The Old Rules of Marketing are Dead: 6 New Rules to Reinvent Your Brand and Reignite Your Business Paperback – August 15, 2011

4.5 out of 5 stars 24 customer reviews

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Editorial Reviews

About the Author

Timothy R. Pearson was president and CEO of Zyman Group, a leading international management consulting firm serving the Global 1,000. He has also served as Vice Chair, Global Managing Partner, Marketing and Communications (and first Chief Marketing Officer) for KPMG, the global Big 4 accounting, tax, and consulting firm; and has been president of several advertising agencies. He has served on the Advisory Board of the Nobel Peace Center, Oslo, Norway, and on the Harvard Business School’s Dean’s Research Society. Pearson has received numerous honors in the marketing arena, including but not limited to Advertising Age’s Best, The Wall Street Journal’s Best, and multiple Belding, Cable, Clio, Echo, Golden Phone, Lulu, Proto, PRSA, and Sunny awards.

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Product Details

  • Paperback: 256 pages
  • Publisher: McGraw-Hill Education; 1 edition (July 25, 2011)
  • Language: English
  • ISBN-10: 0071788220
  • ISBN-13: 978-0071788229
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #259,267 in Books (See Top 100 in Books)

More About the Author

Timothy R. Pearson is founder and president of Pearson Advisors || Partners, a marketing management consulting firm serving Fortune 1000 and brand-driven clients requiring business strategy and planning, mergers and acquisitions analysis, brand strategy and value proposition development, go-to-market activation, and business and brand analytics.

Tim is a highly sought advisor to senior management and a frequent keynote speaker at industry conferences, at leadership meetings, and on the lecture circuit. He has served as president and CEO of Zyman Group, a leading international management consulting firm, and as Vice Chair, Global Managing Partner, Marketing and Communications (and first Chief Marketing Officer) for KPMG, the global Big 4 accounting, tax, and consulting firm. Earlier in his career he was President of several award-winning advertising agencies, where he led initiatives for and within a number of the world's leading companies.

Pearson is often quoted by newspapers and commentators. He has written articles for Brandweek magazine, and lectured before numerous audiences and members of the American Marketing Association on topics ranging from "Do or Die: The Reinvention of Marketing," "Out of the Blue: A Global Brand Defined," "The Value of Leadership and Business Ethics," "The M&M Factor," "Machiavelli on Global Branding," "Top of Mind: Product or Service," "Focus Must Be Clear," and "Competitive Positioning by Cable Television Against the Networks."
Tim Pearson has served on the Advisory Board of the Nobel Peace Center, Oslo, Norway, and on the Harvard Business School's Dean's Research Society. He has received numerous honors in the marketing arena, including but not limited to Advertising Age's Best, The Wall Street Journal's Best, and multiple Belding, Cable, Clio, Echo, Golden Phone, Lulu, Proto, PRSA, and Sunny awards.

Pearson is also the cocreator of numerous interactive games and was issued U.S. Patent #5,018,736, "Interactive Game System and Method," U.S. Patent #5,263,723, "Interactive Contest System," and Canada Patent #2,044,266, "Interactive Game System and Method".

Tim received his B.A. in English Literature from DePauw University where he was a Maxwell Scholar. He currently resides in Atlanta, Georgia, and Saddle River, New Jersey.

At the author's Web site, www.pearsonadvisorsandpartners.com, you can access additional material on the subject of the new rules of marketing, read recent articles he has written, and learn more about emerging technologies and trends. For speaking engagements, please contact Peter Jacobs at CAA Speakers at 424-288-2898 or speakers@caa.com. Please contact the author with comments or queries at timrp@aol.com.

Customer Reviews

Top Customer Reviews

Format: Hardcover Verified Purchase
In an age when the unexpected can be reliably expected to occur without notice, it's imperative for companies to be prepared to reinvent at a moment's notice. While "reinvention" may sound like an unnecessarily drastic overhaul for many brands and businesses, it may be more easily viewed as the full spectrum equivalent of hitting the digital `refresh' key, one that companies must be prepared to strike today to keep brands relevant, responsive and competitive.

That's the premise of "The Old Rules of Marketing Are Dead: Six New Rules To Reinvent Your Brand And Reignite Your Business" by Timothy R. Pearson, an insightful and respected leader in global marketing and management consulting.

Every once in a while, a book comes along that dazzles readers with the writer's perspicacity and ingenious observations on current business or consumer behavior. But more often than not, such books don't fully deliver on actionable steps that businesses can take to leverage the value of these pithy insights. This isn't one of those books. "The Old Rules of Marketing Are Dead" is filled with carefully calibrated action steps that can make each of its observations, principles and rules come to life in your company.

It doesn't accomplish this by dancing around the tough questions or more sweeping challenges confronting business today. What's required to achieve brand loyalty in times affected by recession, ongoing economic uncertainty, pervasive ADD, brand choice proliferation and price war conflagration? How can thought leadership invigorate an organization from top to bottom?
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Format: Hardcover
Timothy R. Pearson writes to companies and individuals who are fixated on the marketing rules of the past. He writes persuasively and effectively about how anyone can reinvent their brand for the new economy that we live in. It is addressed to larger companies mainly, but its useful for small businesses and individuals as well.

What are the 6 New Rules?

Rule One: The Core is Everything. The first part of the book helps to focus attention on what really matters, what the essence of the brand is. Very good advice here on how to emphasize points of differentiation in your field. Many businesses skip this crucial step, but without knowing your essence, you have nothing to build on.

Rule Two: You Have Nothing Without the Foundation. Guard your reputation carefully. Recognize that marketing should be defensive and offensive strategy, and use the tools for both. This section also has a great chapter on the power of a good logo design and why it is important (Principle #7).

Rule Three: There Are Many Choices but Only One Customer. This section focuses on your customer's perceptions of your strategy. It is the core of the book, and the most helpful section. The chapter on why you should measure all marketing choices, and how to do implement it, is worth the price of the book. Marketing without measurement is a waste of money. Too many people focus on marketing as an art rather than a science, but for a good business it is both.

Rule Four: Do the Right Things for the Right Reasons. Some good information here about social media's role in the new economy, but some of the other principles only apply to larger companies.

Rule Five: Infrastructure Is More than Just Pipes.
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Format: Kindle Edition Verified Purchase
This is a book made for businesspeople. Each chapter has an executive summary in case you missed the point. But Pearson's big points are unmistakable: to market successfully know yourself and be real. In explaining how to use this insight to best advantage, he shares his experiences from the top of some of America's largest corporations, including chief marketing officer of KPMG. For example, he says if you are Walmart don't spend time advertising in Vogue. These days when big business and big business executives seem woefully out of touch with the plight the rest of us are going thru, Tim Pearson is a breath of fresh air. As much as we love Mad Men, today marketing must be honest as well as creative to succeed. This book is easy, fast and fun to read, and above all worthwhile.
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Format: Hardcover
The Old Rules Of Marketing Are Dead by Tim Pearson is a book about embracing change and breaking the old molds of leadership that have stymied corporate growth over the last decade and contributed to prolonging "The Great Recession". This book is targeted toward marketing professionals and leaders in name only. It should really been titled "The Old Rules of Doing Business Are Dead, as the people who should really be reading this book are NON-marketing leaders - CEOs, CFOs, CMOs, as well as people who run small to medium sized businesses. These are the people that need to better understand how to employ Marketing as a strategic tool for growth and change, not just a way to sell more products or services.

Mr. Pearson in his book makes clear that the current problems with organizations stem from inflexibility and how they have stymied their own growth by clinging to old methodologies and practices. This book teaches you to look at Marketing not just as a way to bring your products and services to market, but a way to create a long-term strategies for brand building and for profitable growth. The main points are that historically marketing has been limited to budget constraints and focused primarily on advertising. Sales have focused on pricing rather than brand building - something that leads to a commodity and low-margin business. Yes, this is a book about Marketing, but it is more about embracing change and creating an organizational culture (from the top leaders on down) that can and does actively embrace change for the better. This is a must read for any business leader!
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