THE NEW LAWOF MARKETING “ The Next Evolution ofMarketing is a true beaconfor all brand builders.Many books claim that,Bob’s book delivers.” Jim Stengel, former GlobalMarketing Officer, Procter & Gamble “Some timeless truthsrestored for modernmarketing―and many newones added. An inspiringreminder of the value ofbrand behavior and how tomake it happen.” Sir Martin Sorrell, CEO, WPP “Persuasion has given wayto sharing, and marketingwill never be the same.” John Gerzema, Chief InsightsOfficer, Young & Rubicam, andcoauthor of The Brand Bubble ”Bob Gilbreath brilliantlyshows why we’re nolonger living in our fathers’marketing era. Better yet,he details how marketingworks best when it addsvalue to people’s lives, andhe provides a playbookfor success.” David Meerman Scott,bestselling author of The NewRules of Marketing & PR and World Wide Rave “This book provides aframework and compellingexamples for creating thenext generation of cultureleadingbrands.” Mark Greatrex, SeniorVice President, MarketingCommunications and Insights,The Coca-Cola Company ABOUT THE BOOK: Marketing with Meaning―The Breakthrough Strategy for Connecting with Customers! The old interruptive model of marketingdoesn’t work. Customers are tuning out.They no longer listen to in-your-face messages.Instead, they demand meaning inthe brands they buy and the marketing thatreaches them. Marketing strategist Bob Gilbreath’s hotnew concept, Marketing with Meaning,represents the next evolutionary step in aprogression following direct marketing andpermission marketing. This groundbreakingmethodology engages customers and winstheir business by adding value to their lives.Rather than pushing a product or service,Marketing with Meaning woos customers byoffering them something of value independentof purchase. In The Next Evolution of Marketing , Gilbreathunveils a revolutionary new approach tobusiness that fills the gaping voids left inbottom lines when people started tuning out.Gilbreath describes the marketing revolutionnow underway and the powerful forces drivingit. Inside, he provides Marketing withMeaning success stories, including: Samsung’s laptop and cell phonecharging stations, which are nowfound in more than 50 airportsthroughout the United States - Dove’s Campaign for Real Beautyand its viral video “Evolution,”which has been viewed more than100 million times - Burger King’s Xbox advergames,which helped boost the company’sprofits by 40 percent in one year This first-ever comprehensive model for creatingand managing a meaningful marketingcampaign uses in-depth case studies of successfulcampaigns and explains how to developand execute a solid strategy for meetingcustomers’ needs. It also arms you with anoriginal set of metrics for precisely measuringthe effectiveness of your initiatives. You simply cannot afford to get left behind inadvertising’s “golden age” of interrupt, tell,and sell marketing. Marketing with Meaningis how your customers demand business bedone today and tomorrow. The Next Evolutionof Marketing is your guide to survivingand thriving in this marketing revolution. 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. Bob Gilbreath is chief marketing strategistat Bridge Worldwide, one of the largest globaldigital ad agencies. He has worked withsome of the world’s largest marketers,including Procter & Gamble, Johnson &Johnson, Anheuser-Busch, and Ford. Hecurrently leads digital strategy work for clientssuch as Kroger, Abbott, Luxottica, andConAgra Foods. Bob was recognized by AdvertisingAge as one of the Top 50 Marketersof 2004. Bridge Worldwide headquarters arelocated in Cincinnati, Ohio. THE NEXT EVOLUTION OF MARKETING CONNECT WITH YOUR CUSTOMERS BY MARKETING WITH MEANING By BOB GILBREATH The McGraw-Hill Companies, Inc. Copyright © 2010 Bridge Worldwide All right reserved. ISBN: 978-0-07-162536-4 Contents Chapter One WHY TRADITIONAL MARKETING IS MEANINGLESS AND WHY EVOLUTION IS ESSENTIAL It's Everywhere, and It's Intrusive Whether they're on pumps at the gas station, on turnstiles at the football stadium, or on the flanks of sheep grazing along highways in the Netherlands, it will come as a surprise to no one to learn that today's consumer is accosted by an average of 3,000 advertisements per day, at a cost to advertisers of more than $244 billion. In spite of our best efforts to achieve media saturation as a means of boosting sales—or, perhaps more accurately, because of those efforts—consumers have learned to ignore the majority of our marketing effo