Marketing with Meaning
Possible Worldwide has an ambitious objective. The traditional model of marketing and advertising doesn't work anymore. With big brands fading, print ads losing eyeballs, and ad skipping prevalent, the answer is not another interruption. Consumers are demanding that marketers move away from the old, disruptive advertising model and look for something new.
This "something new" is catching on, and a growing number of businesses have discovered it. They are creating marketing that people choose to engage with—advertising that in and of itself improves people's lives. They have discovered what we call Marketing with Meaning.
Bob Gilbreath, Chief Strategy Officer at Possible Worldwide, explains what this marketing idea means for brands and consumers in his book, The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning.
The Burning Question
Asking the right question can take us places we never thought possible. It can uncover truths. It can change an industry. So, what question aren't we asking ourselves as marketers? This is the premise of Jim Stengel and Bob Gilbreath's 2010 Cannes Lions Seminar, called The Burning Question. The search for a question that would change the industry began in March 2010. After months of collecting questions from marketers, they arrived at one definitive question:
How can we, in marketing and business, hold ourselves to a higher standard to create a positive impact on those we serve, our employees, and even the world?
Today, there's a better way when it comes to marketing—a way that starts when we ask ourselves The Burning Question. We believe Marketing with Meaning is the answer.
