Relevance: Making Stuff That Matters

Branding expert Tim Manners says that marketers should give up the flashy practices and group- think of the last 50 years - the demographics- driven strategies, fashion-obsessed images and old-fashioned advertising - and focus on what today's consumers care about. Manners argues that some once-powerful companies are in trouble because they've lost their relevance. Drawing on scores of examples including Tesco and Virgin Megastores and interviews with many of the world's top marketers, Manners defines the key principles of relevant brands.

About the Author :
Tim Manners is the editor and publisher of "The Hub" magazine and the editor of "Cool News of the Day," a daily Web digest of marketing insights. As president of David X. Manners Company, a consulting firm, he has spent more than twenty years working with leading marketing services companies, including WPP, Omnicom, Interpublic, and Publicis.

Review :
?Tim Manners has uniquely captured proven marketing strategies as told by hundreds of the world's most successful, forward-thinking, and insightful marketing leaders. Newly appointed brand managers and seasoned CMOs alike will benefit from the wisdom of this book.?
? Jim Garrity, former executive vice president and chief marketing officer, Wachovia
?Manners has done what so few business writers manage to do: get inside the heads of the practitioners . . . and capture their real stories. He writes delightfully about real problems with real solutions. I read it once for fun. Then I read it again, for real.?
?John Gilbert, chief marketing officer, the TJX Companies, Inc.
?In a world where culture is lived mostly through its inauthenticity, should we not expect that most brands are weaned on lack of relevance? Tim Manners does a masterful job of helping marketers identify irrelevance and re-create and reclaim truth in their brands.?
? Watts Wacker, futurist andb aTim Manners has uniquely captured proven marketing strategies as told by hundreds of the worldas most successful, forward-thinking, and insightful marketing leaders. Newly appointed brand managers and seasoned CMOs alike will benefit from the wisdom of this book.a
a Jim Garrity, former executive vice president and chief marketing officer, Wachovia
aManners has done what so few business writers manage to do: get inside the heads of the practitioners . . . and capture their real stories. He writes delightfully about real problems with real solutions. I read it once for fun. Then I read it again, for real.a
aJohn Gilbert, chief marketing officer, the TJX Companies, Inc.
aIn a world where culture is lived mostly through its inauthenticity, should we not expect that most brands are weaned on lack of relevance? Tim Manners does a masterful job of helping marketers identify irrelevance and re-create and reclaim truth in their brands.a
a Watts Wacker, futurist and CEO, FirstMatter
aThe ability to stay relevant is the challenge any brand faces. Manners has addressed the key to what creates marketing effectivenessaor failureain this much-needed quick read.a
a Stephen M. Berkov, executive director, client strategy, Edmunds.com