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

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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


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.

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Editorial Reviews


"With solid credentials supporting him (as chief marketing strategist at Bridge Worldwide, a large

advertising agency), Gilbreath lays out his ideas about a marketing strategy he calls 'meaningful

marketing.' He defines meaningful marketing as the 'marketing itself add[ing] value to peoples’ lives.'

Insisting that traditional marketing is now out-of-date because the consuming public has grown

sophisticated in avoiding regular marketing strategies ('Most traditional advertising is meaningless,' he

says), he is a great proponent of marketing that offers consumers actual things to put to practical use,

which then, in turn, makes the best advertising for the company that is supplying those services. He cites

the 'best historical example' of marketing with meaning as the Michelin tire company, which, way back

when, produced the first-ever car-travel guide to France. From there Gilbreath presents, essentially, a how to:

outlining a model for developing meaningful marketing and then explaining, with many useful case

examples, how it can be tailored to any company, large or small. An essential addition to comprehensive

business collections." --Brad Hooper, Booklist

Library Journal
Gilbreath (chief marketing strategist, Bridge Worldwide) presents a modern and realistic approach to marketing, successfully laying out a step-by-step process for transforming an organization's current marketing practices by implementing added-value draws for customers. After listening to this title, which abounds with colorful case studies, this reviewer found herself identifying real-life examples of Gilbreath's "mean it" strategy. Narrator Bruce Reizen's (The New, New Thing) solid, reliable voice adds credence to Gilbreath's concepts. Highly recommended for marketing students and practitioners.—Gail Preslar, Eastman Chemical Co. Business Lib., Kingsport, TN
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Product Details

  • ISBN-13: 9780071625364
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 9/3/2009
  • Edition number: 1
  • Pages: 288
  • Sales rank: 1,106,540
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.30 (d)

Meet 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 Age as one of the Top 50 Marketers of 2004. Bridge Worldwide headquarters are located in Cincinnati, Ohio.
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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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