Most helpful positive review
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A must-read for brand managers and those that love them (agencies)
on December 7, 2013
I am normally very skeptical of business books that make bold title claims. Z.E.R.O. is definitely a bold claim; however Joseph and Maarten are writing from places of experience and expertise. They have substantial agency and brand experience...and by all indications, thrived in those positions. In a field of self-appointed "new media gurus", these guys stand out because they have successfully put many of these practices in action.
Z.E.R.O. is as much an acronym as it is a mindset. While most brands will never spend $0 on paid media, brand managers can definitely benefit from starting from zero when it comes to budget planning.
After I read this book, I began to apply some of its principles to my consulting practice. The response has been overwhelmingly positive for my clients' businesses and my own. Great marketers borrow and steal from other great marketers. This book can make you a better marketer.
If I were forced to recommend just 3 must-read books for 21st century brand management, they'd be: Delivering Happiness (Tony Hsieh), The Thank You Economy (Gary Vaynerchuk) and this book.
If you think Z.E.R.O. can't work, I'd suggest you look at Tesla Motors, Cards Against Humanity, Dollar Shave Club and PooPourri. Let's just say they won't be buying 30 seconds on SuperBowl Sunday any time soon...