Finally, a book that answers the age-old question, "Why do we buy?" and puts the answer in perspective to help marketing professionals sell more, more often, to the right customers.
From seventeenth-century London coffeehouses to Starbucks, from ancient Roman wall inscriptions to Facebook, marketing expert Jeff Swystun explains the reasons why marketing works. With scores of fascinating examples drawn from companies and products past and present, he has extracted seven principles that get to the heart of successful marketing:
1 Marketing offers solutions to problems.
2 Marketing tells stories, which people naturally respond to.
3 Marketing that leverages emotions compels.
4 Marketing builds relationships between customers and products.
5 Marketing creates community.
6 Marketing delivers experiences.
7 Marketing demands authenticity to be fully believed, especially today.
"A wonderful read! It applies lessons from centuries of great marketing to illustrate seven ways to improve your strategy and business-all with Jeff 's entertaining and instructive gift of storytelling."
David Aaker, Consultant; Professor Emeritus, University of California, Berkeley, Haas School of Business;Vice Chairman, Prophet; Author of 15 books, including Creating Signature Stories
"Beyond all the data, big and small, beyond all the research methods, beyond all the theory, the essential truth is that marketing is about making an emotional connection with your audience. Jeff brilliantly demonstrates how successful marketing connects people with products and people with people."
Bob Scarpelli, Former Chairman and Chief Creative Officer, DDB Worldwide
"This is a thoroughly readable and entertaining book, packed with examples, insights and wisdom, and told with a wonderful storytelling style that, as Jeff himself highlights, is the essence of great marketing. The seven principles within will help anyone looking for inspiration and ideas to lift their strategy and grow their business."
Rita Clifton, CBE, Co-Founder, BrandCap
"Jeff has actually set up the marketing equation. Each principle he cites has its own immense value but when the seven are combined, they perform exponentially."
Niraj Dawar, Professor of Marketing, Ivey Business School
"Jeff does an outstanding job extracting the essence of marketing in seven core principles. This is a great tool for marketers, but an even greater asset for those organizations who appreciate but may be a bit incredulous of the true value of marketing in today's changing world."
Wes B. Wilkes, VP, Head of Global Brand Strategy, Metlife
About the Author
Jeff Swystun runs Swystun Communications, a business and brand strategy consultancy. Throughout his 25-year career, Jeff has served as DDB Worldwide's Chief Communications Officer, Interbrand's Global Director of Marketing and Innovation, and a Principal Consultant in Price Waterhouse's Marketing and Customer Management Practice. Jeff speaks at conferences around the world. He is the editor of The Brand Glossary and author of many papers and columns in marketing journals and blogs.
Contact Jeff at www.swystuncommunications.com.
