Author: Simon Pont
Publisher: Kogan Page
Reviewer: Samantha Thomsett, marketing manager, Nimlok
With experience at Saatchi & Saatchi and clients from Coca-Cola to 20th Century Fox it’s no surprise Pont’s writing is entertaining and full of thought-provoking case studies.
His willingness to share his own successes and failures adds authenticity and a good grounding for the theories he presents. Quips throughout, such as: ‘stay with me here, I’d like the company’, create a strong author’s voice and a glimpse of the charisma he believes brands need within the new ‘media democracy’.
However, the editor’s use of italics throughout to highlight key aspects grates. After all, isn’t it the job of the prospect to decide what is important?
Meanwhile – given the book’s sub-title around a media democracy – more up-to-date sources would have better explain that landscape (or new field of play as Pont puts it). Some statistics are a little, well, 2009. Although the value of the content still stands, keeping it as current as possible would have added greater strength to the message.
Away from those minor niggles, the chapter which made the greatest impression covered B2B marketing. Pont’s assertion that B2B marketers can forget they are not talking to other businesses – but to people working for other businesses – is justified. My focus is on helping clients make the most of exhibition marketing spend so engagement with people is key. Pont’s examples will help some clients be a little less corporate in their communications.
The ‘Bow Tie Model’ was also pertinent, explaining the ‘pre, during and post’ approach to story-telling around an event. Pont’s theory backs my preference to use marketing (social and other) to attract people pre-conference, tell them something new at conference and follow-up and continue the relationship.
Also of particular value to me was the chapter on sub-brands. This year I’m launching a sub-brand ‘Conference Expo’ and it was good to remember this is a well-worn path!
In summary, this is a well-written, self-effacing gallop through brand success, failure and evolution and a useful addition to any B2B marketing manager’s shelf.
Star Rating:




