Meaningful Marketing through Relevance and Value, with Bob Gilbreath

From one of my new favorite marketers, Bob Gilbreath talks about the current state of marketing, having transitioned from advertising to permission marketing, to what is espoused by some (gleefully including ME!) to be a higher order level. One that fulls human needs and desires beyond function & emotion. Without wanting to dive in the subjective zone, just consider products & services that helped you achieve something meaningful and valuable, but which was either free or low-cost (perhaps “at cost”). Something you weren’t directly looking for, but stumbled upon or told about, and found valuable. The brand interaction might have been very minimal, but nonetheless there was a small or large degree of affinity or appreciation for what you received and are/were able to achieve. Concrete examples include free cookbooks (pamphlets or digital), white papers and multimedia presentations, a public restroom in Times Square NYC courtesy of Charmin quilted toiletpaper. Let your imagination soar with this one; just remember the principles of subtlety in your brand marketing - otherwise it’s just a promotional gimmick. I’ll be writing more on this topic in months to come. In the meantime, enjoy this video interview! P.S. - I have my own interview with Bob to put online soon