- Hardcover: 224 pages
- Publisher: PORTFOLIO (6 Nov. 2008)
- Language: English
- ISBN-10: 1591842204
- ISBN-13: 978-1591842200
- Product Dimensions: 13.5 x 2.9 x 18.6 cm
- Average Customer Review: Be the first to review this item
- Amazon Bestsellers Rank: 3,478,716 in Books (See Top 100 in Books)
Relevance: Making Stuff That Matters Hardcover – 6 Nov 2008
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Most helpful customer reviews on Amazon.com
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.
Today it seems any one can cut, clip, and compile anything into a self published book clutter and then self blog (or is it flog?) their ego - that's not this book and it's not Manners. Manners masters branding. He nails how business can work - and in rare cases - does. I've been in business 20 years and picked up at least 5 ideas I'm already using. It's a quick read too - perfect for a business trip. Just check out the cover and you know it's worth a look. After you enjoy reading Relevance, email Manners and maybe he will share his "strawberries story" with you. He sent it to me. It will lift your spirits.
The book warns you against getting caught up in ideas that seem cool but actually take you out of the sweet spot of your business. For example, in the first chapter on demographics, he shows you how companies get into trying to craft products for certain niches in their demographics and either waste a really good product that could have been used broadly, create a product the niche doesn't want, or one that can't earn any money because the niche is so small and the share of the product in that space is even smaller, or that the nice doesn't even exist. It is an illusion created by your database.
Each chapter begins with a series of micro-case studies on the topic, has a series of paragraph or two insights from well placed business people on that topic and a series of boldface bullet points that make the author's point about that chapter.
The ten chapters are on:
Demographics - Marketing, Not Apartheid
Aspirations - The Happiness Factor
Advertising - Accountable to Whom?
Insights - Controlling the Conversation
Innovation - Suit Yourself
Investment - Spare Not Expense
Design - Yellow is Number One
Experience - What Would Warhol Do?
Value - The Value of Value
Growth - Zen-Master Profits
And a Coda on What's the Point?
He also provides a page of "Secrets of Relevant Brands". You could actually begin the book with this section of the book.
Easy to read, breezy in style (it's marketing, after all), with some useful points.
Review by Craig Matteson, Ann Arbor, MI
Here's why this book is so valuable to me. The book outlines example after example of winning marketing strategies and tactics across a range of industries that serve as case studies for easy application to your own company/brand. Every marketer gets stuck, lamenting (usually quietly) that they need to do something different and better to become more valuable to their customers. Regrettably, most change the packaging, advertising, agency or try the flavor of the week because they are not aware of success models to follow. Tim's deep reservoir of RELEVANT examples and insight about consumer-rewarding marketing practices gives the needed models to follow to better serve your current and potential audience and consumers. If your marketing team is "stuck", share examples in this book with them and simply ask ... what would our business strategy look like if we followed the successful example of company/brand x?
By the way, Tim will be publishing bonus chapters to this book and you can read them by subscribing to his newsletter "Cool News of the Day". Yes, I am a devoted fan because Tim "keeps it relevant".