The Old Rules of Marketing are Dead: 6 New Rules to Reinvent Your Brand and Reignite Your Business

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The digital age has completely transformed business—and marketing has not kept up. From research frameworks and traditional concept development to planning to budgeting to distribution channels and media placement, marketing has not advanced—which may be why Chief Marketing Officers often don't get a seat at the table. In order to have a future, marketing must play a direct role in driving profitable sales and increasing revenues. The Old Rules of Marketing Are Dead offers the new rules for reinventing your brand, including: Defining the product's essence Creating metrics to ensure accountability Developing a core message Disseminating the brand

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Timothy R. Pearson was president and CEO of Zyman Group, a leading international management consulting firm serving the Global 1,000. Table of Contents RULE ONE: THE CORE IS EVERYTHING Principle #1 A Brand’s Essence Says It All Principle #2 The Customer Really Does Know Best Principle #3 Your Reputation Precedes You Principle #4 Play Nicely Together . . . or Else Principle #5 Sleep Soundly, Work Fearfully RULE TWO: YOU HAVE NOTHING WITHOUT THE FOUNDATION Principle #6 Integrity Is Next to Godliness Principle #7 A Single Word or Symbol Can Speak Volumes Principle #8 The Whole Is Larger than Its Parts Principle #9 Mind Your P’s (and You Can Forget About the A’s) Principle #10 Do as I Do, Not as I Say RULE THREE: THERE ARE MANY CHOICES BUT ONLY ONE CUSTOMER Principle #11 Strategy Is the Heart, but Measurement Is the Lifeblood Principle #12 Frameworks, Frameworks, Frameworks Principle #13 Perception Really Is Your Customer’s Reality Principle #14 Communicate; Then Communicate Some More Principle #15 It’s More than Just Channel Surfing RULE FOUR: DO THE RIGHT THINGS FOR THE RIGHT REASONS Principle #16 It’s All About the Relationship Principle #17 You Don’t Have to Go It Alone Principle #18 It’s Not About You, It’s Really About Me Principle #19 The Long Arm of the Law RULE FIVE: INFRASTRUCTURE IS MORE THAN JUST PIPES Principle #20 There’s a Reason It’s Called the Center Principle #21 Technology Is Only the Enabler Principle #22 Right Information, Right People, Right Time, Wrong Thought RULE SIX: LEAD AND OTHERS WILL FOLLOW Principle #23 Leadership Isn’t a Noun, It’s a Verb Conclusion: The Essence of Marketing Today