The one-sentence summary

Brands are the new traditions, increasingly playing the role that tradition used to play by giving people ideas to live by.

Want to buy the book? CLICK HERE

WHAT THE BOOK SAYSNEW MARKETING MANIFESTO

  • There are twelve rules of New Marketing:
    1. Get up close and personal: become intimate rather than public and formal
    2. Tap basic human needs: there are 15 fundamental human drives*
    3. Author innovation: brand identities should be fluid, not fixed
    4. Mythologise the new: don’t just reflect the status quo – create possibilities
    5. Create tangible differences in the experience: sound, smell, touch, taste
    6. Cultivate authenticity: as opposed to false ‘sincerity’ (see Affluenza)
    7. Work through consensus: forget targeting, encircle and involve audiences
    8. Open up to participation: customers should be able to influence the brand
    9. Build communities of interest: don’t classify them, let them belong
    10. Use strategic creativity: look at why? how? where?, not standard media
    11. Stake a claim to fame: do something memorable, you can’t buy fame
    12. Follow a vision and be true to your values: set the goal and pursue it
  • New Marketing is more creative; it treats brands as living ideas that can transform people; it is entrepreneurial, more humanist and less scientific; it favours constant change over conservatism; it is part of a new consumer culture

*They are sex, hunger, physicality, avoiding distress, curiosity, honour, order, vengeance, social contact, family, prestige, power, citizenship, independence, and social acceptance.

WHAT’S GOOD ABOUT IT

  • It is an easy read, well laid out with hundreds of examples
  • There are lots of case studies if you need markets to compare: IKEA, Tango, Pizza Express, French Connection, British Telecom, Egg and more

WHAT YOU HAVE TO WATCH

  • The book was written in 1999 so some of the ideas have moved on somewhat