Meaningful Marketing: Building Brands Through Real Value AND Doing Good - Bob Gilbreath


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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.

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  • And sharing can be encouraged to solve a problem. For example, we developed a tool for Pearle Vision that allows people to upload photos of themselves with different glasses so that they can get fast feedback from their friends
  • Whether cause marketing or CSR, efforts should deliver on what the brand stands for. Haagen-Dazs is “at risk” due to honey bee disease, and saw the need to focus on the issue. Marketing Director even lobbied in Congress
  • Katrina, Haiti, Nashville
  • Meaningful Marketing: Building Brands Through Real Value AND Doing Good - Bob Gilbreath

    1. 1. Meaningful Marketing: Building Brands Through Real Value AND Doing Good<br />Bob GilbreathBridge Worldwide<br />
    2. 2. The Next Frontier in Sustainable Brand Communications<br />
    3. 3. Bob Gilbreath<br />Chief Marketing Strategist<br />Bridge Worldwide<br />
    4. 4.
    5. 5. There is a $500 billion industry built on polluting our environment<br />
    6. 6.
    7. 7.
    8. 8.
    9. 9. It’s Advertising!<br />
    10. 10.
    11. 11. People are starting to fight back<br />
    12. 12. More Americans have registered for the <br />Do-Not-Call List than have registered to vote<br />
    13. 13. What’s “wrong” with this picture?<br />
    14. 14. Your tax dollars <br />at work!<br />
    15. 15. New Laws Proposed to Limit Advertising…<br /><ul><li>To Children…
    16. 16. Fast Food…
    17. 17. Banner ad targeting…
    18. 18. Expense deduction…</li></li></ul><li>The Interruptive model of marketing is no longer sustainable…<br />
    19. 19. …for our businesses or society<br />
    20. 20. We have to try something different<br />
    21. 21. Some are winning by trying something new<br />
    22. 22. And a common theme is emerging<br />
    23. 23. An “ad” that makes your day… <br />…at over 100 airports, and now 50 colleges<br />
    24. 24. Featured in iTunes app store at $.99<br />Hit 3-year download goal in just weeks<br />
    25. 25. Save 15% on your gasoline expenses<br />Used by over 35,000 drivers regularly<br />
    26. 26. Marketing that people choose to engage with<br />Marketing that itself improves people’s lives<br />
    27. 27. Hierarchy of Meaningful Marketing<br />
    28. 28. Hierarchy of Meaningful Marketing<br />
    29. 29. Even a toilet paper brand can add value<br />By using this once per year, people become loyal for life<br />
    30. 30.
    31. 31. Used in over 1 million orders in the first 2 months<br />Online orders account for 28% of all Domino’s sales<br />and the tracker is used by 75% of these customers<br />
    32. 32. Hierarchy of Meaningful Marketing<br />
    33. 33.
    34. 34. Shopping is becoming social<br />Retailers can close the sale and build buzz<br />
    35. 35. Hierarchy of Meaningful Marketing<br />
    36. 36. People are testing more and losing weight<br />Participants buy 3x more Abbott products<br />
    37. 37. And changing the world counts, too<br />
    38. 38. An Ice Cream Can Change the World<br />Total brand sales up 16%<br />
    39. 39. A Laundry Detergent Can Change the World<br />Highest scoring TV advertising in history<br />
    40. 40. A Snack Can Change the World<br />Sales up 18% in ’08 and tripled HH penetration<br />
    41. 41. By Marketing with Meaning you can build your business<br />AND change the world<br />Will You Lead Us?<br />
    42. 42. iPhone read-along app:<br /> <br /><br />@mktgwithmeaning<br />