For decades marketing thought of itself as an objective and increasingly quantifiable science. It is ironic that just as it seemed to have won a place in the highest business councils of the land with its credo of putting the customer first, that everything should suddenly go horribly pear shaped. Somewhere between the launch of satellite television in the UK and the fall of Margaret Thatcher, all the certainties of consumer expectation, segmentation, behaviour and communication that underpinned the so-called "science" of marketing, seemed to evaporate. Since then marketers have been struggling in different ways to come to terms with splintering social structures, changing tastes and a fragmenting mediascape. Every week the marketing and business press reports some new wheeze or nostrum of the month as marketers attempted to develop a new vocabulary in a language they did not yet understand to deliver a message they were not yet sure of. Most prominent among them were leading-edge advertising agencies such as HHCL, Chiat Day and its subsequent incarnation in London, St Lukes. As planning director of St Lukes, John Grant can reasonably lay claim to be one of the creators of the new language of marketing. The significance of his book The New Marketing Manifesto
, lies in the fact that for the first time it draws together all the different strands of modern practice in the creation and communication of brands, and provides a coherent intellectual framework or grammar for the new ideas. It also gives valuable insights into how one of the most creative and original advertising agencies in the world approaches its business. With great eloquence and insight Grant describes how the role of brands in society has changed over the past century, arriving at the startling conclusion that "brands are (now) surrogate traditions". Because they are now so much more important to society, they demand much more careful consideration he says. Perhaps "The New Marketing Primer" would have been a better title. Compellingly written, perhaps even overloaded with supporting evidence, Grant outlines the syntax of the "new marketing" with 12 rules for building successful brands in the 21st Century. This is that rare creature; an important book about marketing. Aimed at marketing service providers, people in marketing departments and anyone who has to make marketing decisions, ie, anyone in business, it is informative, stimulating and inspiring by turns. If there is one book you buy about marketing this year, this should be it. --Alex Benady
--This text refers to an out of print or unavailable edition of this title.
John Grant is one of the sharpest and most creative minds I have come across in my encounters with the advertising business. His insight and clarity makes this book compelling reading for every executive involved in marketing. -- Anders Dahlvig, CEO, IKEA Retail Europe
John has a stunning mind and inspired insights into how to grow a business. His ideas about communication as a way to drive volume reflect the new economy. -- Nick Hahn, Director, New Brands & Strategic Marketing, Coca-Cola
This book is full of original thinking which well anticipates the future. -- Tim Parker, Chief Executive, C&J Clark Ltd