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Experience the Message

3.4 of 5 stars 3.40  ·  rating details  ·  10 ratings  ·  1 review
Consumers — exposed to roughly four thousand marketing messages a day — are no longer willing to be part of a passive consumer base, subject to conventional advertising and marketing. Rather, they are joining a growing tribe of brand atheists who don't want to be targeted by impersonal messages. They want dialogue, which marketers give to them through experiences with bran ...more
Paperback, 336 pages
Published December 8th 2006 by Basic Books (first published December 7th 2006)
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If you accept Lenderman's basic premises, that mass market advertising is dead (or at least, dying) and companies who try to maintain a 'command-and-control' hold on their brands via traditional one-to-many mass marketing rather than accept that consumers (or rather 'prosumers') are now stakeholders in the brand conversation and want to be engaged in that conversation one-one-one, this is an interesting read.

While I question some of his assumptions (e.g. that consumers hate most marketing direc
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