There is no question that businesses are up against a revolt... a revolt led by consumers who are bombarded with nearly 3,000 ads a day. And they're fighting back.
They're not only tuning out those ads – they're using technologies like TiVo, iPods, and online ad blockers to skip them altogether. Consumers are now in control, and businesses are feeling the pain.
With today's economy, there's pressure on businesses to take a new approach. As a result, CMO and agency tenures are at near-record lows. And some of the world's most valuable brands have nearly become irrelevant.
In this presentation and in his new book, The Next Evolution of Marketing, Gilbreath suggests that brands must stop interrupting and annoying the people who buy their products, and evolve to a new model called Marketing with Meaning.
Gilbreath will walk you through the hierarchy of meaningful marketing where you will learn how to apply meaningful solutions, connections, and achievements to your brand, making it relevant to consumers today. You will learn how a handful of brands like Domino's Pizza, Pringles, Nike and Southwest Airlines are enjoying greater revenues and profits by creating advertising that people choose to engage with, and marketing that itself improves people's lives.
This session can be applied to billion-dollar brands or small businesses, to consumer marketers and B2B firms, in both highly developed markets and developing nations around the world. And you will come away with a model that you can bring back to the office and start applying to brand strategy and idea evaluation immediately.
Key takeaway's:
- Attendees will learn the hierarchy of meaningful marketing that'll move their business to a more meaningful approach. Here, they'll learn how to set the right objectives to selling in to senior management to measuring ROI.
- Attendees will see several examples and case studies of businesses that are overcoming the consumer ad revolt with meaningful marketing – each with real business results.
- Attendees will find out how their business can be enjoying greater revenues and profits by creating advertising that people choose to engage with, and marketing that itself improves people's lives.
Bio
Bob Gilbreath is Chief Marketing Strategist at Bridge Worldwide, one of the nation’s largest digital advertising agencies and part of WPP. Bob leads the Strategic Planning team within the agency, advising clients such as Procter & Gamble, ConAgra Foods, Kroger, Timberland, and Red Bull. He is the author of The Next Evolution of Marketing: Connect with your Customers by Marketing with Meaning (McGraw-Hill) (www.marketingwithmeaning.com). His writing has been featured in Brandweek and Entrepreneur, he has previously spoken at Harvard Business School, Google, the Cannes Lions Advertising Festival, and has appeared on ABC News. Bob joined Bridge Worldwide after leading a dramatic turnaround of the Mr. Clean brand at Procter & Gamble, where he was recognized by Advertising Age as one of the Top 50 marketers of the year. He received his MBA in marketing from the NYU/Stern School of Business and his BA in Economics from Duke University.
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