Pub. Date:
McGraw-Hill Professional Publishing
The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning / Edition 1

The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning / Edition 1

by Bob Gilbreath
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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


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.

Product Details

ISBN-13: 9780071625364
Publisher: McGraw-Hill Professional Publishing
Publication date: 09/03/2009
Pages: 288
Sales rank: 486,120
Product dimensions: 6.10(w) x 9.10(h) x 1.30(d)

About the Author

Bob Gilbreath is chief marketing strategist at Bridge Worldwide, one of the largest global digital ad agencies. He has worked with some of the world’s largest marketers,
including Procter & Gamble, Johnson &
Johnson, Anheuser-Busch, and Ford. He currently leads digital strategy work for clients such as Kroger, Abbott, Luxottica, and
ConAgra Foods. Bob was recognized by Advertising
as one of the Top 50 Marketers of 2004. Bridge Worldwide headquarters are located in Cincinnati, Ohio.

Table of Contents

PART ONE: What is MEAN IT! Marketing?
Chapter 1: What Mean It! Marketing Can Do (for Your Customers, Your Bottom Line, and the World)
Chapter 2: Give the People What They Want: What Makes Marketing Meaningful
Chapter 3: “I Need Money, Time, and Information”: Meaningful Solutions
Chapter 4: “I Want My 15 Minutes of Fame… and I Want Others to Know About It”: Meaningful Connections
Chapter 5: “Help Me Change My World”: Meaningful Achievements
PART TWO: How to Implement MEAN IT!
Chapter 6: Start at the End: What Do You Hope to Accomplish?
Chapter 7: Just Ask: Discovering What Keeps People Up at Night, and Gets Them Out of Bed in the Morning
Chapter 8: Ideate, Rank, Repeat: Gauging the Meaning of Your Marketing
Chapter 9: Measure It: Evaluating the Success of Your Meaningful Marketing
Chapter 10: MEAN IT! Marketing at Work: From Early Adopters to Hall-of-Famers

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