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Relevance: Making Stuff That Matters Hardcover – 6 Nov 2008

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Most Helpful Customer Reviews on (beta) 12 reviews
4 of 6 people found the following review helpful
Really Relevant Marketing 19 Sep 2008
By Peter F. Eder - Published on
Format: Hardcover
As a seasoned marketing observer and as a prominent on-line and print marketing publisher, Manners shares a wealth of experience in a crisply written, laser-focused book. What dramatically increases its importance are the current observations of almost 100 chief marketing officers who are gatekeepers of the world's reading brands.

This is a book that should be on every marketer's bookshelf and in the hands of their subordinates. It lays out a clear road map of what makes a brand relevant ... and how it can be accomplished.
1 of 2 people found the following review helpful
A Book Whose Time Has CLEARLY Come 6 Nov 2008
By Joan - Published on
Format: Hardcover
I was fortunate to be awarded a copy of the book for sharing my thoughts about the brand most relevant to me. As I started reading, I found myself nodding in acknowledgment of these basic nuggets of wisdom as to why traditional advertising just "ain't what it used to be." At last, the idea that it is time to let go of demographics is upon us! What an insightful book. I so appreciated the fact that the book itself was relevant in its clarity and simplicity regarding what sound marketing today is all about. I've got shelves of business tomes that are overwritten with so many parenthetical expressions I can't go back and find the actual beginning of the sentence. I especially appreciated the story on radio since my son also began his aspired career in radio. Happily he wound up in health care public relations earning far more than the "four and out the door" salary of a small station radio. But back to Relevance; the one-on-one discussions with brand leaders were great sound bites that made sense and provided meaningful information.
As an avid Cool News fan I had a feeling the tenor of the book would have the same crispness and punch. Tim Manners did not disappoint.
As a writer and marketing consultant, the actually proved beneficial since I used it to recommend a nontraditional, consumer relevant marketing strategy to a new client. Lastly, thought it was great that Tim acknowledged his Dad for teaching him to cook, sew and iron. I look forward more Relevance. Keep up the great work.
Joan Mansbach
1 of 2 people found the following review helpful
You're Nothing If You're Not Relevant 3 Nov 2008
By Christopher Wilson - Published on
Format: Hardcover
Organizations entering a new era which is calling for changes in how they approach their branding. Many of the trivial ideas about marketing and branding are being tossed to the wayside and a more focused and relevant approach to branding is emerging.

Bottom-line: You're Nothing If You're Not Relevant. Look at the Segway. Over 5 years later and the company MAY have finally reached their predicted 10,000 units sold mark, which was expected to come in just months.

Tim looks at what relevance is and how brands are finding it. Some of his stories and examples surprise you.
1 of 2 people found the following review helpful
Many practical applications! 2 Nov 2008
By Jaye J. Albright - Published on
Format: Hardcover
Albright & O'Malley Consults country music radio stations around the world, and after reading "Relevance," I bought a copy for each of our clients. Today, radio reaches almost 95% of the population in an average week. Yet, as new media emerge, there's only one way to keep that listening level and that's by understanding the power of "Relevance." The book is a great teaching tool, for example, for radio personalities to be sure that their personal brand story, as well as that of their radio station, remains relevant to an increasingly-values-driven audience.
1 of 2 people found the following review helpful
A book that matters 10 Nov 2008
By Carl J. Kravetz - Published on
Format: Hardcover
I inhaled this book in one seating. It is a much-needed look at reality.

It very clearly puts into words the feelings I've been struggling with as I make the transition from adman to sponsored-content creator. I only wish I'd had pages 255 and 256 all those years that I tried to persuade my clients that the way to reach out to Hispanic (or any other) consumers was through relevance, respect and relationship.

I wish I'd had the perspective in "Relevance" years ago. And I wish I'd had some of the contributors as clients!
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