Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results

Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results

by Bob Garfield, Doug Levy
     
 

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Today's brands face an apparent choice between two evils: continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where "likes" stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way . . . As Lennon and McCartney wrote a half century ago,

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Overview

Today's brands face an apparent choice between two evils: continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where "likes" stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way . . . As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world, where people have become desensi­tized-even disillusioned-by ad campaigns and marketing slogans, that maxim needs an update: Money can't even buy you like.

Editorial Reviews

From the Publisher
“This is a fabulous book that describes a revolutionary new vision for marketing, the Relationship Era, based on purpose, authenticity, trust and care. Written in an easy-to-read style and full of interesting stories, this book is both inspiring and fun. I give it my highest recommendation.”
John Mackey, founder and co-CEO, Whole Foods
 
“This book is funny, a bit profane and utterly profound. At Patagonia, we cherish our relationships, but these guys have located and explained dimensions of the Relationship Era that opened my eyes—and mind. What an enjoyable and enlighten­ing journey.”
—Casey Sheahan, CEO, Patagonia
 
Can’t Buy Me Like speaks clearly to the challenges every CEO and CMO is con­fronting. It identifies the collapse of mass marketing as we have known it and provides example after example of how successful companies build trust in the ‘new world.’”
—Ron Shaich, founder, chairman and co-CEO, Panera Bread
 
“The digital and social revolution has challenged even the most sophisticated mar­keters among us. But thankfully Garfield and Levy have given us a much needed blueprint for thriving in this new relationship era of marketing. This is the book I don’t want my competitors to read.”
—Eric Ryan, cofounder, Method, and author of The Method Method
 
“At last! Garfield and Levy have delivered a manifesto on what really matters to brands today: honest relationships. They do so by focusing not on our shiny social technologies but on the fundamentally changed relationship between business and customer in a world that looks less like a megaphone and much more like a network. Read this book; then challenge your business to live by it!”
—David Rogers, author of The Network Is Your Customer
 
Can’t Buy Me Like compellingly captures one of the biggest trends of our time. If there is a gap between a business’s image and its reality, it will soon be found out and the business will be punished for it. Using their in-depth industry knowledge in this beautifully written and immensely readable book, Garfield and Levy describe in detail how to succeed in the new world.”
—David Jones, global chief executive officer, HAVAS, and author of Who Cares WIns
 
“Garfield and Levy show how smart, conscious marketers can leverage today’s extraordinary technologies to build authentic relationships with customers based on trust, authenticity and shared purpose. This book will usher in a new renais­sance in which the marketing function can finally fulfill its own largely unrealized higher purpose.”
—Raj Sisodia, coauthor of Conscious Capitalism and Firms of Endearment, marketing professor, Bentley University
 
“At Zappos, relationships have always been a top priority. Can’t Buy Me Like explores why this is so important for all companies. Garfield and Levy smartly describe how to build relationships with customers, vendors and employees to create an extraordinary business.”
—Tony Hsieh, author of Delivering Happiness and CEO, Zappos.com, Inc.
Library Journal
Consultant Garfield (cohost NPR's On the Media) and Levy (founder and CEO of MeplusU) discuss the shift in advertising to the "relationship era," defined as the first period of modern commerce when success or failure depends not on what is said, nor what is produced, but on who you are and depends on ethical conduct, seamless customer relations, and constant contact and cooperation with all stakeholders. Garfield and Levy offer advice on what not to do: don't bother with window dressing, don't pay lip service to corporate social responsibility, don't be like "that venal car dealer securing your trust only to immediately abuse it," and don't be a scoundrel (e.g., by hurting the environment). Using case studies, the authors analyze how businesses can transition from the consumer era of mass marketing to the relationship era using social media as the primary vehicle for promotion. VERDICT An evocative read for students and teachers of business. It should generate much discussion in university classes. Highly recommended.—Lucy Heckman, St. John's Univ. Lib., NY

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Product Details

ISBN-13:
9781591845775
Publisher:
Penguin Publishing Group
Publication date:
03/07/2013
Pages:
240
Sales rank:
1,372,980
Product dimensions:
6.36(w) x 9.28(h) x 0.88(d)
Age Range:
18 Years

What People are saying about this

From the Publisher
“This is a fabulous book that describes a revolutionary new vision for marketing, the Relationship Era, based on purpose, authenticity, trust and care. Written in an easy-to-read style and full of interesting stories, this book is both inspiring and fun. I give it my highest recommendation.”
—John Mackey, founder and co-CEO, Whole Foods
 
“This book is funny, a bit profane and utterly profound. At Patagonia, we cherish our relationships, but these guys have located and explained dimensions of the Relationship Era that opened my eyes—and mind. What an enjoyable and enlighten­ing journey.”
—Casey Sheahan, CEO, Patagonia
 
Can’t Buy Me Like speaks clearly to the challenges every CEO and CMO is con­fronting. It identifies the collapse of mass marketing as we have known it and provides example after example of how successful companies build trust in the ‘new world.’”
—Ron Shaich, founder, chairman and co-CEO, Panera Bread
 
“The digital and social revolution has challenged even the most sophisticated mar­keters among us. But thankfully Garfield and Levy have given us a much needed blueprint for thriving in this new relationship era of marketing. This is the book I don’t want my competitors to read.”
—Eric Ryan, cofounder, Method, and author of The Method Method
 
“At last! Garfield and Levy have delivered a manifesto on what really matters to brands today: honest relationships. They do so by focusing not on our shiny social technologies but on the fundamentally changed relationship between business and customer in a world that looks less like a megaphone and much more like a network. Read this book; then challenge your business to live by it!”
—David Rogers, author of The Network Is Your Customer
 
Can’t Buy Me Like compellingly captures one of the biggest trends of our time. If there is a gap between a business’s image and its reality, it will soon be found out and the business will be punished for it. Using their in-depth industry knowledge in this beautifully written and immensely readable book, Garfield and Levy describe in detail how to succeed in the new world.”
—David Jones, global chief executive officer, HAVAS, and author of Who Cares WIns
 
“Garfield and Levy show how smart, conscious marketers can leverage today’s extraordinary technologies to build authentic relationships with customers based on trust, authenticity and shared purpose. This book will usher in a new renais­sance in which the marketing function can finally fulfill its own largely unrealized higher purpose.”
—Raj Sisodia, coauthor of Conscious Capitalism and Firms of Endearment, marketing professor, Bentley University
 
“At Zappos, relationships have always been a top priority. Can’t Buy Me Like explores why this is so important for all companies. Garfield and Levy smartly describe how to build relationships with customers, vendors and employees to create an extraordinary business.”
—Tony Hsieh, author of Delivering Happiness and CEO, Zappos.com, Inc.

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