Bob Gilbreath’s “The Next Evolution of Marketing” introduces a revolutionary concept called “Marketing with Meaning,” which represents a significant shift from traditional interruptive marketing methods. This book explores how modern consumers are increasingly tuning out conventional advertising and instead seeking brands that add value to their lives.

The book is divided into two main sections. The first half examines the changing landscape of marketing and provides numerous case studies of successful “Marketing with Meaning” campaigns. These include:

• Samsung’s airport charging stations for laptops and cell phones
• Dove’s Campaign for Real Beauty and its viral video “Evolution”
• Burger King’s Xbox advergames, which boosted profits by 40% in one year
• The second half of the book offers a comprehensive framework for creating and managing meaningful marketing campaigns.

Gilbreath provides readers with:

• Strategies for developing campaigns that resonate with customers
• Techniques for executing these strategies effectively
• Original metrics for measuring the success of meaningful marketing initiatives

Throughout the book, Gilbreath emphasizes that successful marketing now requires offering customers something of value independent of purchase. This approach not only engages customers but also wins their business by enhancing their lives in some way.