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on April 11, 2011
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? And just how exactly does a company successfully navigate through cycles of deep recessions, seismic shocks to marketplaces and the continually morphing tastes of oftentimes irascible and increasingly demanding consumers?

There's a carefully constructed roadmap to be found here, one that's convincingly balanced on the need to continually reaffirm a brand's fundamentals and the necessity of responding vigorously to evolving consumer and marketplace dynamics.

Along the way, Pearson redefines some of the traditional tenets taught at every business school and contrasts management and leadership, providing reality-check questions on leadership that may prompt many business leaders to reevaluate their own management style. He examines how companies often hunker down in tough times, sticking to the familiar path rather than reassessing, rethinking and reinventing in response to altered conditions, and the price that's paid for such behavior. He re-elevates the critical role of brand essence, detailing disastrous outcomes that occur when companies act on the mistaken belief that a brand's essence is chained to its brand legacy, demonstrating that the manner in which a brand essence is expressed and brought to life is something that must be continually refreshed, rejuvenated and reinvented to ensure a brand's continued vitality.

There's an ample stream of business parables and checkmate ripostes to naysayers and excuse engines, those who perpetually blame poor performance on the economy, competition or someone else's department. There are fresh-in-our-memory examples of companies that suddenly fall off the rails and flail about even further as business erodes, all because they lost sight of their core, brand essence and brand promise to consumers. There are compelling examples of how the process of reinvention can uncover hidden business opportunities, how brand marketing is inextricably linked to reputation management and how a brand's value proposition is critical to achieving differentiation and preference.

And you'll find plenty of simple, riveting truisms- one being that any product or service today needs a good story, a compelling one to ensure that consumers understand it, what it does, and how it can enhance one's life, all of which leads to perceived value, brand preference and business success.

For those who still consider customer service to be nothing more than a money-pit cost center, Pearson convincingly demonstrates why customer satisfaction and service today define the core of brand experience, and how consumers' brand experiences convert brand perceptions into firm realities, and in doing so, define a brand's fate. He redefines knowledge management as a resource critical to the vitality and competitiveness of a company, something much more than the most brilliant ideas and best practices of a company, but also its accumulated understanding of consumers and customers. He goes on to demonstrate how capturing and more fully leveraging a company's intellectual capital can generate a continuing stream of thought leadership, which demonstrates competency and value creation that can, in turn, lead to differentiation, preference and success.

Indisputably, "The Old Rules of Marketing Are Dead" is an essential resource for marketers today. It's an even more urgently essential one for non-marketing executives (CEOs, CFOs et al), at least those who aim to make marketing a fully accountable discipline within their organizations and those who yearn for a resource that can elevate overall performance, efficiency and ability throughout an organization to successfully navigate through the turbulence and uncertainty that often define modern markets.
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on April 4, 2011
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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This is an excellent book that reviews the fundamentals of how to build solids brands in today's new, interconnected world.

In the conclusion, Pearson tell us that, "Marketing must reinvent itself--return to its core--if it is to remain relevant in this radically changed, information-rich, and Internet-oriented world." And a return to the core of what marketing is is what this book is all about.

The author tells us that a marketer's job is to make profitable sales, keep satisfied customers, drive repeat purchases, and focus on offering value rather than price. These are the ways to build truly enduring brands. He notes, "Emphasizing value builds a brand. Emphasizing price builds a commodity" (p. 93). He then goes on to tell us how to build value by focusing on the core and finding the best ways to communicate the brand's essence as succinctly as possible through the most effective channels.

Yes, this book is rather basic but it is, after all, a "back to basics" type book. As such, it is solid gold.

~~Review by the author of the e-book, "How to Build and Manage Your Brand: In sickness and in health."
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on November 28, 2016
This book is a wearying combination of stating the obvious and overcomplicating simple issues. The author makes up for the lack of insight by cramming the book full of jargon and marketing buzzwords. For instance, the word 'brand' is used no less than 100 times in just the first 28 pages of the book. To echo another reviewer: read books by Philip Kotler, Al Ries, or David Aaker for real marketing insights. Don't waste your time with this book.
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on April 19, 2011
The Old Rules of Marketing are Dead seem to ring very true in reading this book. Tim presents a solid case of how many current marketing regimes have stayed complacent and not evolved to reinvent their brands or didn't understand the blueprint to do it. Had they read this book first, I would suggest there may have been second thoughts as it relates to some of the business decisions taken. The book captured my attention and presented a wealth of information that just made sense. There's a great deal of substance in what Tim presents, and how marketing has been perceived versus how it really should be received by many in the boardrooms. Key principles and fundamentals that will challenge traditional views are laid out. I enjoyed the way personal examples of a successful career and current world events are weaved in to keep the book fresh. The book really is a must read for those that run corporations, small business or are thinking about going into business. You clearly get an appreciation for the authors' extensive research and knowledge through years of experience in writing the book. I thoroughly enjoyed it and highly recommend it. I gained a deeper appreciation for marketing as a core fabric of what can help organizations to thrive and prosper if properly leveraged.
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on August 10, 2011
From the moment I picked up this book, I couldn't put it down. It was fast and fun as well as well as interesting and completely through.

Not only that, I found it helpful for my company and chock full of ideas.

This book helped me to re-focus on our core brand. It stimulated me to get back to the office and concentrate my energies on all of the new ideas the book contained. I believe that "The Old Rules of Marketing are Dead" can be a springboard for us to continue the changes we need to make in this tough economic environment for a communications and media company to survive and prosper.
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on December 3, 2011
This book is a great read for those wanting to stay ahead of the curve when it comes to brand and forward movement. The author has a tremendous grasp on today's need to move at the speed of light when it comes to being willing to reevaluate and reinvent your product or business to remain competitive. His book is only surpassed by his ability to engage an audience to hear his message first hand!

Judy B., CMD
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on August 29, 2013
This is a good book on marketing. However the rules stated are not new. Some are underused, some are forgotten, some are viewed in a new perspective. But I think oe of them are truly ew (which is expected, it's 2013 and everythig has been tried).

Still a useful source for guys in the marketing business.
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on April 30, 2011
A terrific read with equally terrific perspectives. Tim Pearson's background makes him especially well-qualified to see where marketing has been and where it's headed. He makes his case, backs it up with first-hand examples and shares practical applications. With marketing undergoing such a radical transformation and marketers increasingly under pressure to stay ahead of the curve, Pearson shakes up some common (mis)perceptions about how to go about building brands and advancing business objectives. He writes with great clarity and, in no small measure, helps elevate marketing's role in an organization. As a marketer, I am especially appreciative of same. Perhaps the greatest compliment I can give this book is that I hope my competitors won't read it--though I suspect they will.
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on April 19, 2011
Mr. Pearson brings analysis and insight from a marketing perspective to dozens of key business events of the past decade. He knows his stuff and presents it in an intelligent and usable context, building on his extensive personal experience. It seemed like every page presented a different contemporary case study. My copy is now filled with bookmarks I'll refer back to. I read a lot of business books and while I'd consider this a must-read for marketing executives, non-marketers will gain as much from it.
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