THE NEW LAW
OF MARKETING
“
The Next Evolution of
Marketing is a true beacon
for all brand builders.
Many books claim that,
Bob’s book delivers.”
Jim Stengel, former Global
Marketing Officer, Procter & Gamble
“Some timeless truths
restored for modern
marketing—and many new
ones added. An inspiring
reminder of the value of
brand behavior and how to
make it happen.”
Sir Martin Sorrell, CEO, WPP
“Persuasion has given way
to sharing, and marketing
will never be the same.”
John Gerzema, Chief Insights
Officer, Young & Rubicam, and
coauthor of
The Brand Bubble
”Bob Gilbreath brilliantly
shows why we’re no
longer living in our fathers’
marketing era. Better yet,
he details how marketing
works best when it adds
value to people’s lives, and
he provides a playbook
for success.”
David Meerman Scott,
bestselling author of
The New
Rules of Marketing & PR and
World Wide Rave
“This book provides a
framework and compelling
examples for creating the
next generation of cultureleading
brands.”
Mark Greatrex, Senior
Vice President, Marketing
Communications and Insights,
The Coca-Cola Company
ABOUT THE BOOK:
Marketing with Meaning—The Breakthrough Strategy for Connecting with Customers!
The old interruptive model of marketing
doesn’t work. Customers are tuning out.
They no longer listen to in-your-face messages.
Instead, they demand meaning in
the brands they buy and the marketing that
reaches them.
Marketing strategist Bob Gilbreath’s hot
new concept, Marketing with Meaning,
represents the next evolutionary step in a
progression following direct marketing and
permission marketing. This groundbreaking
methodology engages customers and wins
their business by adding value to their lives.
Rather than pushing a product or service,
Marketing with Meaning woos customers by
offering them something of value independent
of purchase.
In
The Next Evolution of Marketing
, Gilbreath
unveils a revolutionary new approach to
business that fills the gaping voids left in
bottom lines when people started tuning out.
Gilbreath describes the marketing revolution
now underway and the powerful forces driving
it. Inside, he provides Marketing with
Meaning success stories, including:
Samsung’s laptop and cell phone
charging stations, which are now
found in more than 50 airports
throughout the United States
Dove’s Campaign for Real Beauty
and its viral video “Evolution,”
which has been viewed more than
100 million times
Burger King’s Xbox advergames,
which helped boost the company’s
profits by 40 percent in one year
This first-ever comprehensive model for creating
and managing a meaningful marketing
campaign uses in-depth case studies of successful
campaigns and explains how to develop
and execute a solid strategy for meeting
customers’ needs. It also arms you with an
original set of metrics for precisely measuring
the effectiveness of your initiatives.
You simply cannot afford to get left behind in
advertising’s “golden age” of interrupt, tell,
and sell marketing. Marketing with Meaning
is how your customers demand business be
done today and tomorrow.
The Next Evolution
of Marketing is your guide to surviving
and thriving in this marketing revolution.