Andy Cunningham has been at the forefront of tech and innovation since day one, and she’s been helping companies create new product categories ever since. Now she reveals the winning framework she uses to transform markets and industries.
Get to Aha! shows how to establish the kind of foundation world-class brands are built on. Too many business leaders fail to ask the most basic questions about their company—Who are we? And why do we matter?—before they leap right into branding. Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding).
There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented―and it’s absolutely critical for business leaders to know which type their company is to create an authentic and ultimately “sticky” position in the market. A company’s DNA is the key to achieving this and with it, a competitive advantage. Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won’t gain a foothold in the market. But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor.
Get to Aha! presents a clear step-by-step framework that will help you determine your company’s precise position in the marketing landscape, using Andy’s DNA-based methodology. It takes you through the process of performing “genetic testing” on your company, examining the market through the six Cs of positioning, and developing your positioning statement—a rational, factual statement about your company’s role and relevance. Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition.
Trust Andy. Steve Jobs did.
“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
ABOUT THE BOOK:
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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