Didn't See It Coming

Didn't See It Coming
Marc Stoiber has written an inspiring, thought provoking book about what is wrong with modern marketing and how to change things for the better. If you’re interested in how to navigate the tectonic shifts in the marketing landscape and how to build a brand that is fit for the future, then this is a must-read.

The book is organised in two parts. The first sets out the political, social, economic and environmental factors impacting marketing today and the potentially disastrous impact of these influences. That brands as we know them are “toast” as he puts it. He paints a rather depressing, yet honest picture of the brand promises we are selling that look tired, sceptical, cynical and disingenuous.

Part two offers an inspiring point of view of how we, as marketers, can shape the future by providing meaning to brands based on our own beliefs or values and using these to connect with consumers in a genuine way. Much has been written about the need for brands to be authentic, but Stoiber’s unique take on it is that the best brands are people they just happen to be associated with products or services. He uses Patagonia as his hero example of a branded company that has grown into a global brand without sacrificing its environmental, design, quality or ethical business ideals. They have achieved this by building human bonds with people and behaving in ways that people admire and want to emulate.

Didn’t See It Coming is a quick, informally written read that is ideal for the time-poor marketer. It is both convincing and fun, as well as full of practical tips such as a step- by- step guide on how to create a Brand Compass to bring your brand to life in a human way. There are heaps of anecdotes and examples from Stoiber’s 25 years as an advertising and creative strategist in North America that are both amusing and insightful. He is particularly passionate about building sustainable brands and provides useful tips on how to lead the change.

I believe most marketers will both enjoy and benefit from reading Didn’t See It Coming. We are all striving to create better brands for the future, Stoiber offers a refreshingly honest point of view on how significant this challenge is, as well as a way in which we can shape this change that will make us proud of the brands we steward.

Marc's book is available on Amazon here.

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