Timothy R. Pearson - The Old Rules of Marketing are Dead: 6 New Rules to Reinvent Your Brand and Reignite Your Business

THE OLD RULES OF MARKETING ARE DEAD

6 New Rules
to Reinvent Your Brand & Reignite Your Business

TIMOTHY R. PEARSON

Copyright 2011 by Timothy R. Pearson. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-0-07-176256-4

MHID: 0-07-176256-6

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For my parents, Dick and Ramalee Pearson, who
taught me about faith and goodness, and the endless
possibilities of reinvention; my brother Tom, from
whom I learned that intellect, contribution, and daily
effort are not only acknowledged, but also rewarded;
my brother Philip, who showed me that the ability
to create and paint with words is, in fact, art; and
my brother David, whom I admire and respect for
living a life of honesty, courage, and worthiness.

In the early spring of 2009 I received an unexpected telephone call from an old acquaintance, Mike Maxsenti, president and publisher of The Place Media. After the normal pleasantries that take place between longtime friends, Mike asked me if I knew of anyone who could serve as a keynote speaker to an important and influential gathering of business executives; leaders of leisure, hospitality, and tourism industries; government representatives; and marketing heads. The topic was to be the reigniting of the Southern California travel and tourismdriven economy in reaction to the Great Recession. I made a couple of initial suggestions of possible candidates, and then Mike posed the real purpose of his call: would I consider being one of the featured speakers? Ultimately, after some initially hesitancy, I ceded to Mikes persistence, and the views and opinions I expressed 60 days later to this engaged and diverse group of individuals brought together by a common purpose would result in this book.

While The Old Rules of Marketing Are Dead: 6 New Rules to Reinvent Your Brand and Reignite Your Business has taken more than 10 months to complete, it has as its true gestation 32 years of preparation and groundwork in my experiences with leading advertising agencies and consulting firms as well as with directing marketing, communications, and brand initiatives for both U.S. and global companies. In addition to my own perspectives and outlook, I am very grateful for the contributions of those I have worked with closely over the years. It is impossible to thank each one by name, but I am particularly indebted to those who served as subject matter experts in the review of early drafts of this book.

I want to recognize the important and substantive contributions of Jack Sansolo, retired senior vice president, chief marketing officer, Getty Images, Inc., and former executive vice president, global brand direction, Eddie Bauer LLC; MaryLee Sachs, chairman, Hill & Knowlton USA, and director, Worldwide Marketing Communications Practice, Hill & Knowlton, Inc.; Bruce Barta, executive vice president and group account director, Hill Holliday Advertising; John Copeland, senior expert, marketing and sales practice, McKinsey & Company; Shawn Coyne, co-managing partner, the Coyne Partnership, Inc.; Alfredo Ortiz, principal, Boston Consulting Group; Sean Harper, director, Gupton Marrs International; and Glen Gilbert, former global director, brand management, KPMG, and founder, Inventive Branding, LLC.

I also want to acknowledge Andy Pierce, CAA Sports, Creative Artists Agency, formerly head of corporate consulting at IMG; and Simon Green, literary agent, Creative Artists Agency, who provided invaluable guidance in negotiating a publishing agreement with McGraw-Hill. Equally, I want to express my thanks to Philip Ruppel, president, McGraw-Hill Professional, for his advocacy and initial support; Mary Glenn, associate publisher, McGraw-Hill Professional, for her encouragement and suggestion to focus on reinvention; Stephanie Frerich, acquisition editor, McGraw-Hill Professional, for her many contributions to the negotiation and contractual process; Ron Martirano, senior project editor, McGraw-Hill Professional, for his input and noteworthy involvement in the overall framing and structure of the initial drafts; Charlie Fisher, senior project editor, McGraw-Hill Professional, for his invaluable suggestions and adroit management of (and adherence to) the master production schedule; and Alison Shurtz, copyeditor, for her tireless attention to the final manuscript.