How did vodka power a bank, or a billboard power a shanty town? How do multi-national corporations reach consumers who have never heard of them in places no one has ever heard of either? How does a company sell the latest big-screen plasma TVs to those earning less than a dollar a day? How do marketers communicate in cities that have no advertising? What indispensible marketing lessons are learned in the world’s largest slum?
Brand New World is an eye-raising showcase of new ideas and revolutionary marketing tactics that are emerging from the world’s hyper-markets – Brazil, Russia, India and China. Although these ideas originate in totally different worlds, they are highly practical and immediately applicable by thoughtful business leaders, marketing mavens and global-conscious influential who are looking for an edge in their own marketplaces.
Fast-paced and illustrated with case studies that have revolutionized consumerism in emerging markets — and loaded with advice from thought-leaders who have already conquered them — Lenderman’s provocative book will leave you with the ability to think, create, brand, believe and market differently.
Available in Canada, the US, Vietnam, India and Brazil.
How does Apple use its store Geniuses to connect one-on-one with customers and drive sales? How does Jeep activate their products at the grassroots level to drive buzz and purchase? How does Axe allow its consumers to co-create their marketing campaigns and use the latest social technologies to make the brand come to life?
As Max Lenderman clearly shows, more and more businesses – large and small – are learning to re-connect with their customers through creating new and exciting experiences. Because, ladies and gentlemen, the revolution will not be televised. A new way of marketing — experiential marketing — is now driving strategies and tactics for brands and products in an increasingly cluttered and fragmented marketplace.
A Business Book Award Finalist the year it was published, this book has since been called “the best book on experiential marketing.” Read it and see why.
Also available in Spanish here.