In the tradition of Malcolm Gladwell’s Outliers and Daniel Kahneman’s Thinking Fast and Slow, Clive Veroni’s Spin is a fascinating investigation of how the techniques of political strategists are being applied to the world of consumer marketing. In the early twentieth century political operatives did their work in the backroom, a shady place of secret deals and dark arts.In the tradition of Malcolm Gladwell’s Outliers and Daniel Kahneman’s Thinking Fast and Slow, Clive Veroni’s Spin is a fascinating investigation of how the techniques of political strategists are being applied to the world of consumer marketing. In the early twentieth century political operatives did their work in the backroom, a shady place of secret deals and dark arts. By the middle of the century, the politicos were heading to Madison Avenue to learn the techniques of mass communication and persuasion. Today, they have moved from the dim light of the backroom to the bright lights of the war room, the central command for political campaigns. And along the way the pupil has surpassed the teacher. Aided by masses of data, sophisticated computer modelling, and smart manipulation of social media, political strategists are reshaping the way voters think. And act. Forward-thinking marketers are now adopting these techniques to convince consumers to buy their products. The strategies being used to influence our choices at the ballot box will soon be used to influence our choices in the grocery store. Drawing on political and marketing stories from North America, Europe, and beyond, Spin gives readers an insider’s view of this stunning turnaround....
|Title||:||Spin: How Politics Has the Power to Turn Marketing on Its Head|
|Number of Pages||:||256 Pages|
|Status||:||Available For Download|
|Last checked||:||21 Minutes ago!|
Spin: How Politics Has the Power to Turn Marketing on Its Head Reviews
Clive Veroni is a masterful writer and this is a timely book. Not until most of the way through this book does he reveal that his degree in English literature has served him well in the world of marketing...and it has also served him well as a writer. This 295 page book is tightly edited to emphasize the organization of Veroni's argument and and the marvelous flow of his ideas. Although it is largely a retrospective on politics and marketing in order to show cause and effect relationships, Veroni's introspective analysis rings true about current events as well. My favourite chapters are #4, The Age of the Open Brand, and #7 The Impropable Team. Veroni argues that real-time social media has "turned the old brand autocracy into a new brand democracy" and I think we've just seen that happen in the Canadian election with the sweeping majority won by now Prime Minister Justin Trudeau. In line with this concept, Veroni also argues that the best think tanks happening today are a heterogeneous group of people from different backgrounds and that their varied perspectives create a tension that they have to work through in order to harmonize. In education, we call that creating dissonance. There is a lot to learn from Spin and I hope to see more from Veroni.
I really enjoyed reading Spin. Veroni makes strong connections between political tactics and marketing, with plenty of fascinating examples from both arenas to illustrate his ideas. I particularly liked his points about appealing to a passionate minority instead of a safe middle group, taking creative risks in marketing campaigns and the importance of speed (think Oreo and the Super Bowl). A good read!
Awesome read. Veroni presented the facts in an easy to understand way. Super interesting and I can't recommend it enough
Great book for the digital
Interesting book that looks at new techniques from politics as they apply to advertising. However, it tends to over emphasize how much of a difference technology makes in modern politics and branding. I tend to believe that the core objectives and methods are largely the same and these are just new tools of execution. Most telling is that as I was reading the section on branding, discussing Chipotle, for the second week in three Chipotle was on the cover of Businessweek - the headline [Outbreak] Can Chipotle get over food poisoning? and the headline of the inner story was 'Toxic Burrito'. If one does not get the fundamentals right there is no new idea or technology that can really save you.
Read this in preparation for an in class interview with the author. Was an easy read which doesn't bog down the reader with too much statistics and such. Many good points and valid arguments.