Experience The Message: How Experiential Marketing Is Changing The Brand World

By Max Lenderman and Max Lendermann

Book Overview

What do you get when you cross Chairman Mao'sOn Guerrilla Warfareand Sean "P. Diddy" Combs's Bad Boy Records? A manifesto for a marketing revolution. In an age when individuals are exposed to roughly four thousand marketing messages a day, consumers want more than mass-media clutter targeting their eyeballs. They want respect, recognition, and dialogue, and the best way to give it to them is through experiences that are personally relevant, memorable, and meaningful. Consumers have changed dramatically, and the brand world must change to meet their needs this is the beginning of the experiential marketing revolution. InExperience the MessageMax Lenderman explains who the new marketers are, how they work, and why they matter. He knows because he's one of them. As President and Creative Director of Gearwerx, Max has led successful experiential campaigns for numerous Fortune 500 companies. Experiential marketing is about authenticity, personal interaction, and empowering the individual consumer. It assumes that the entire world is media and the entire universe is the consumer base. Based on these principles,Experience the Messageguides us through today's marketing revolution and reveals how companies can interact with consumers in meaningful ways and what consumers can demand and expect.

• Format: Hardcover
• Language: English
• ISBN: 0771052642
• ISBN13: 9780771052644
• Release Date: January 1
• Publisher: McClelland & Stewart
• Length: 304 Pages
• Weight: 1.01 lbs.
• Dimensions: 7.5" x 1.0" x 5.0"

Customer Reviews

A Good Read

Max Lenderman does a good job of illustating the sea change that is taking in the advertising world. His knowledge of the principles of The Experience Economy are sound and he uses them effectively to make his case.

Not Your Average Marketing Book! Great stuff.

I bought this book after seeing author Max Lenderman on TV talking about selling toilet paper to hipster rock fans and I'm glad I did... I got so many good ideas from this book and I have been using it to help think of new strategies for my own business. I went to see Max speak at a bookstore recently and he is actually a very nice, down to earth young guy with a great future... there are so many bad marketing books out there, but this one was right on the money and fun to read.