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Meaningful Marketing: Building Brands Through Real Value AND Doing Good

Meaningful Marketing: Building Brands Through Real Value AND Doing Good

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Published by Sustainable Brands
In a world where we are bombarded with advertising every minute of the day, consumers are starting to opt out wherever they can. By creating marketing that in itself creates value for the consumer, organizations can continue to grow profitable businesses AND put marketing dollars to work in improving the world. In so doing, they will turn marketing into a noble profession. Here's how! Bob Gilbreath is the author of "The Next Evolution of Marketing" in which he proposes that brands and agencies, develop meaningful communications or experiences that fulfill people's higher level needs including solutions, connections, and achievements. Various examples of each are given, including iPhone applications, hand sanitizing wipes in strategic locations, online applications that interface with service experiences, customizable products, social shopping, dietary health applications, and cause marketing with ice cream, and detergent.

Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
In a world where we are bombarded with advertising every minute of the day, consumers are starting to opt out wherever they can. By creating marketing that in itself creates value for the consumer, organizations can continue to grow profitable businesses AND put marketing dollars to work in improving the world. In so doing, they will turn marketing into a noble profession. Here's how! Bob Gilbreath is the author of "The Next Evolution of Marketing" in which he proposes that brands and agencies, develop meaningful communications or experiences that fulfill people's higher level needs including solutions, connections, and achievements. Various examples of each are given, including iPhone applications, hand sanitizing wipes in strategic locations, online applications that interface with service experiences, customizable products, social shopping, dietary health applications, and cause marketing with ice cream, and detergent.

Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com

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Published by: Sustainable Brands on Oct 28, 2010
Copyright:Attribution Non-commercial

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11/04/2010

Meaningful Marketing: Building Brands Through Real Value AND Doing Good

Bob Gilbreath Bridge Worldwide

The Next Frontier in Sustainable Brand Communications

Bob Gilbreath
Chief Marketing Strategist Bridge Worldwide

There is a $500 billion industry built on polluting our environment

It’s Advertising!

People are starting to fight back

More Americans have registered for the Do-Not-Call List than have registered to vote

What’s “wrong” with this picture?

Your tax dollars at work!

New Laws Proposed to Limit Advertising…
• • • •

To Children… Fast Food… Banner ad targeting… Expense deduction…

The Interruptive model of marketing is no longer sustainable…

…for our businesses or society

We have to try something different

Some are winning by trying something new

And a common theme is emerging

An “ad” that makes your day…

…at over 100 airports, and now 50 colleges

Featured in iTunes app store at $.99

Hit 3-year download goal in just weeks

Save 15% on your gasoline expenses

Used by over 35,000 drivers regularly

Marketing that people choose to engage with

Marketing that itself improves people’s lives

Hierarchy of Meaningful Marketing

Hierarchy of Meaningful Marketing

Even a toilet paper brand can add value

By using this once per year, people become loyal for life

Used in over 1 million orders in the first 2 months

Online orders account for 28% of all Domino’s sales and the tracker is used by 75% of these customers

Hierarchy of Meaningful Marketing

Shopping is becoming social

Retailers can close the sale and build buzz

Hierarchy of Meaningful Marketing

People are testing more and losing weight

Participants buy 3x more Abbott products

And changing the world counts, too

An Ice Cream Can Change the World

Total brand sales up 16%

A Laundry Detergent Can Change the World

Highest scoring TV advertising in history

A Snack Can Change the World

Sales up 18% in ’08 and tripled HH penetration

By Marketing with Meaning you can build your business AND change the world

Will You Lead Us?

iPhone read-along app: http://bit.ly/haTCf

marketingwithmeaning.com

@mktgwithmeaning

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