From the Publisher
Ronald A. Galotti President and Publisher, Talk Media, Inc. Schmitt is a marketing guru....He makes sense on every level from the intellectual to the emotional.
Hayes Roth Senior Executive Director, Landor Associates A fresh, new voice in the wilderness of so-called marketing experts one who speaks with unusual perception, clarity, and common sense. Bernd Schmitt will have a profound influence for years to come on how we all think about brands and the marketing that sells them.
Gerald Zaltman Joseph C. Wilson Professor of Business Administration, Harvard Business School A lucid, provocative account of total experience engineering. This is a well thought out, well documented description of...what it means to truly understand customers.
Mary Olson President and CEO, Transition Networks E-commerce and marketing strategists take note! Experiential Marketing aims at the heart of e-customer relations. Schmitt is an extraordinary thinker and writer.
Rob Wallace Managing Partner, Wallace Church Associates, Strategic Brand Identity Consultants With Experiential Marketing, branding now has a bible!
Alan Siegel Chairman and CEO, Siegel & Gale A refreshingly lucid, insightful, and original book...Provides clear direction for marketers who want to build successful brands in the new millennium.
Rod Swanson Senior Director, Film & Video Production, Electronic Arts Charts the way in a future where customers are drowning in a sea of information. My recommendation: get it, read it, live it.
Billy Pittard CEO/President, Pittard Sullivan A compelling argument for a powerful new approach to marketing that looks at how consumers relate to brands in today's marketing environment.
Earl N. Powell President, The Design Management Institute A pioneering work....Provides the essential concepts and structure for a powerful framework to shape marketing.
Cleve S. Langton Corporate Executive Vice President, DDB Needham Worldwide, Inc. Presents a cutting-edge approach to managing any type of business-customer relationship. A must-read for marketing directors, communication managers, and business strategists.
Read an Excerpt
From Chapter 8: RELATE
RELATE has been used successfully in a variety of recent marketing campaigns.
Let's examine some of them.
Let's start with relating to a person. In the last chapter we looked at the
ACT appeal of Martha Stewart. Her RELATE appeal is just as powerful and, for
some, highly personal. Women who don't admire Martha, as well as those who do,
speculate about "being" Martha. One writer describes her tongue-in-cheek foray
into the world of domestic perfection: "the idea -- regrettably, my own -- was
to see whether I could be Martha Stewart in time for the holidays." Despite the
humor of the topic, many people do relate to Martha as the embodiment of an
elegant and relaxed lifestyle.
Reference-group feelings can provide a powerful starting point for a RELATE
campaign. Just think about Harley Davidson, the American icon of
free-spiritedness, which draws thousands of motorcycle enthusiasts to weekend
rallies staged around the country. Harley Davidson evokes such strong relations
that owners tattoo the logo on their arms or their entire bodies. As Alec
Wilkinson wrote in The New York Times: "If you ride a Harley, you are a
member of a brotherhood, and if you don't, you are not."
On a higher-end scale, we find yet another brotherhood -- that of Tommy
Hilfiger, the phenomenally successful American casual-clothing designer brand.
Like Harley Davidson, Tommy Hilfiger has used RELATE marketing for many years. A
recently launched Tommy fragrance uses the tag line, "the real American
fragrance." Print ads show groups of wholesome-looking young people of different
races, wearing Tommy fashions and relaxing in casual settings. The atmosphere is
one of warmth and easy camaraderie among friends. One setting, on a manicured
lawn before a large Cape Cod home, is strongly reminiscent of the Kennedy
enclave at Hyannisport. Tommy's signature colors -- red white and blue, are
carried through in American flags that appear in the background of each shot.
An integrated and successful collection of RELATE products and services is
provided by the Franklin-Covey company. Building on the phenomenal success of
Steven Covey's best-selling book The Seven Habits of Highly Effective
People, Franklin-Covey offers a line of Franklin organizers, the Covey
Leadership Center, and Covey's books on self-management. They have even opened a
line of retail stores, the 7-Habits stores, selling products and services
intended to help people get control of their lives.
Finally, RELATE marketing can be serious or playful. A "communist chic"
restaurant is all the rage in Singapore. At the House of Mao, waiters wear red
stars on their caps and Maoist slogans on their sleeves. A portrait of the late
Chinese leader Mao Tse-tung dominates one wall of the restaurant, which is
decorated with medals, posters, and copies of Mao's famous Little Red Book. The
menu itself mimics the Little Red Book and offers dishes like Long March Chicken
and Chairman Mao's Favorite Braised Garlic Pork. This tongue-in-cheek nostalgia
is not confined to Asia, either. Shortly after the fall of communism in Europe,
a hammer-and-sickle craze swept the region, with pizzerias and cafeterias
harking back to the "good" old days in their design and marketing.
Copyright © 1999 Bernd H. Schmitt