The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning » (Unabridged, 1 MP3-CD, 9 hrs. 46 min.)

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.

The old interruptive model of marketing doesn’t work. Customers are tuning out. They no longer listen to in-your-face messages. 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. 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 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. The Next Evolution of Marketing is your guide to surviving and thriving in this marketing revolution.

Booklist

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Insisting that traditional marketing is now out-of-date because the consuming public has grown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

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
Epilogue

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.