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"Issue 64 - 02 | Meaningful Digital Strategy: The Next Evolution of Marketing By Bob Gilbreath Published Nov. 11, 2009 10:02 p.m. "Four years ago, I grew frustrated with the lack of brand investment in digital marketing and set out to understand the fundamental reasons why this promising new space was still only attracting a small sliver of marketers' multi-million-dollar budgets. I discovered that the issue was bigger than tiny click-thru rates and cautious organizations. Rather, there was a need for an entirely new way of approaching marketing strategy from the ground up. The interruptive, tell-and-sell model of slick ad copy and buying eyeballs by the thousands was already showing strain, and most digital advertising tactics were simply replicating this failing marketing model. I set out to discover an alternative path, starting with the handful of our clients that had put digital in the forefront of their strategy, and then broadening my vision to companies that seemed to be enjoying success with a completely different course. I found that these organizations had a common approach: People were choosing to engage with their marketing and they were using marketing itself to add value to their customers' lives. I called this approach 'Marketing With Meaning'and captured the model in a book that was recently released: The Next Evolution of Marketing: Connect with your Customers by Marketing with Meaning. This manifesto brings my search full circle, providing a supplement to The Next Evolution of Marketing that specifically focuses on how brand managers must reset their digital strategy to win customers in this new space.""

"Issue 67 - 01 | How To Fascinate: Why Your Brand Should Do A Shot Of Jägermeister By Sally Hogshead Published Feb. 10, 2010 8:18 p.m. "If you're under age 45 or so, there's a good chance that you've tried Jägermeister. However the odds are low-quite low-that you actually enjoy the taste. And that's okay. Few people do. Very, very few. I'll wager that most of the people who make Jägermeister don't like the taste of Jägermeister. Yet the brand continues to grow at an astonishing rate. If so many people actively dislike the taste, how does the company manage to sell 83 million bottles a year? With sales increasing up to 40% per year since 1985, Jägermeister is the most popular drink nobody likes. Many companies successfully advertise products and services that consumers don't necessarily need (bottled water, luxury cars) or even enjoy (backache pills, oil changes, burial plots). But here's a brand that manages to sell an extraordinary volume-at a premium price point, no less-of a product that people don't even want, and more to the point, actively dislike.""

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