The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning


The Next Evolution of Marketing is a true beacon for all brand builders. Many books claim that, Bob’s book delivers.”
Jim Stengel, former Global Marketing Officer, Procter & Gamble

“Some timeless truths restored for modern marketing—and many new ones added. An inspiring reminder of the value of brand behavior and how to make it happen.”
Sir Martin Sorrell, CEO, WPP

“Persuasion has given way to sharing, and marketing will never be the same.”
John Gerzema, Chief Insights Officer, Young & Rubicam, and coauthor of The Brand Bubble

”Bob Gilbreath brilliantly shows why we’re no longer living in our fathers’ marketing era. Better yet, he details how marketing works best when it adds value to people’s lives, and he provides a playbook for success.”
David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave

“This book provides a framework and compelling examples for creating the next generation of cultureleading brands.”
Mark Greatrex, Senior Vice President, Marketing Communications and Insights, The Coca-Cola Company


Marketing with Meaning—The Breakthrough Strategy for Connecting with Customers!

The old interruptive model of marketing doesn’t work. Customers are tuning out. They no longer listen to in-your-face messages. Instead, they demand meaning in the brands they buy and the marketing that reaches them.

Marketing strategist Bob Gilbreath’s hot new concept, Marketing with Meaning, represents the next evolutionary step in a progression following direct marketing and permission marketing. This groundbreaking methodology engages customers and wins their business by adding value to their lives. Rather than pushing a product or service, Marketing with Meaning woos customers by offering them something of value independent of purchase.

In The Next Evolution of Marketing, Gilbreath unveils a revolutionary new approach to business that fills the gaping voids left in bottom lines when people started tuning out. Gilbreath describes the marketing revolution now underway and the powerful forces driving it. Inside, he provides Marketing with Meaning success stories, including:

  • Samsung’s laptop and cell phone charging stations, which are now found in more than 50 airports throughout the United States
  • Dove’s Campaign for Real Beauty and its viral video “Evolution,” which has been viewed more than 100 million times
  • Burger King’s Xbox advergames, which helped boost the company’s profits by 40 percent in one year

This first-ever comprehensive model for creating and managing a meaningful marketing campaign uses in-depth case studies of successful campaigns and explains how to develop and execute a solid strategy for meeting customers’ needs. It also arms you with an original set of metrics for precisely measuring the effectiveness of your initiatives.

You simply cannot afford to get left behind in advertising’s “golden age” of interrupt, tell, and sell marketing. Marketing with Meaning is how your customers demand business be done today and tomorrow. The Next Evolution of Marketing is your guide to surviving and thriving in this marketing revolution.

Reviews from

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By Armando (Tijuana, 02, Mexico) · ★★★☆☆ · August 16, 2013
It has some very interesting points. I just re-heard it. The last third or so is aimed at big companies. When he gets to the part of how to implement it, the author keeps going back to "you should do this or that with your team". I found "Duct Tape Marketing" to be more attuned to the needs of sm... ...more
By Jock (The United States) · ★★☆☆☆ · October 18, 2014
I couldn't decide whether to give a 2 or 3. It was primarily aimed at large companies. And the idea of providing value to people instead of just a sales pitch is kind of standard in internet marketing and no big news but maybe is a big deal to more traditional marketing and advertising. I listene... ...more
By Derek · August 02, 2011
A good overview on the fundamentals of marketing and their application in May 2010. Pertinent information and timely examples. I take exception with a few of the author's assertions on measurement being applicable across all media. Unfortunately, though we're much better than Wanamaker's 50% wast... ...more
By Mark (Gilbert, AZ) · ★★★★★ · May 11, 2012
This is THE best, newer book on marketing. It should be required reading for EVERY new marketing person coming out of school, and a required change in the way long-time marketing people think.

If you are a small to medium-sized business, read this first (besides maybe "Guerrilla Marketing" or othe... ...more
By K (Milwaukee, WI) · ★★☆☆☆ · April 25, 2012
Very much of a disappointment. I was expecting to glean ideas of how to use new technology to reach out to customers of my organization, and, instead, got a long book justifying how advertising agencies can still market for large, brand name products. I read to the end, hoping it would redeem its... ...more
By Jon (Fort Wayne, IN) · ★★★☆☆ · October 30, 2013
Slightly outdated already. My biggest problem was all the examples were from big business, design a second website, app or game. I do agree that in order to succeed in marketing today, brands need to provide value (marketing with meaning). ...more
By Luciano (Brazil) · ★★★★☆ · July 24, 2010
The idea of meaninful market is definitely important. People don't want interruption; they just want a little help to solve their problems or to turn their wishes into reality. ...more
By Elena · ★★★★★ · December 18, 2012
Packed-full with examples that made even a non-marketeer like me get what marketing with meaning is, why it's the way to go and how to do it. It even got me excited about it! ...more
By Anna (Bloomington, IN) · ★★★☆☆ · June 28, 2014
Decent explanation of how to implement meaningful marketing through case studies. The book became a little one-note and overly repetitive towards the end. ...more
By Kari (Arlington Heights, IL) · ★★☆☆☆ · September 20, 2010
i give up. ...more