Description
Spin: How politics has the power to turn marketing on its head.
For decades, political strategists tapped into the creative brain trust of the advertising world to uncover new ways of reaching and persuading voters, in a one-way flow of knowledge from Madison Avenue to Washington. Now the tide is turning.
In the age of social media and digital communication, where anyone with a smartphone is a potential broadcaster or publisher, marketers are having to learn how to communicate in a whole new way. And they’re taking those lessons from the world of politics.
In Spin, Clive Veroni traces this transformation, as the lessons of political campaigning move from the war room to the boardroom. It’s a subject all of us as voters and consumers should care about, as marketers and political strategists seek to use increasingly sophisticated techniques to influence what we believe and how we behave.
Shortlisted.
National Business Book Award.
#NBBAward
Years ago, backroom political hacks embraced modern consumer marketing techniques and promptly changed the face of politics forever. In Spin, Clive Veroni brilliantly illuminates how marketers have now turned to political operatives to learn how moving minds can also move products. Chock full of real-life case studies, Veroni’s thoughtful and flawless prose tells a powerful story. This is a must-read.
Clive Veroni recasts the rules for marketing and branding in the digital age – a smart, entertaining romp lush with insight and example. Read it and reap.
Appearances
-
Spin. The Book
Clive Veroni on Volodymyr Zelensky’s Communications Skills
-
CreativeMornings
Clive Veroni: part of a series on Radical
-
CTV News
Putin’s highly controlled image sharply contrasts the chaotic Trump brand
-
TVO · The Agenda with Steve Paikin
The Transformation of Political Marketing
-
Spin. The Book
Analysis of First Trump Campaign Ad
-
Rotman School of Management
Turning Marketing on its Head
-
PwC Canada
National Business Book Award 2015
Previous appearances
- Victoria College, Classes Without Quizzes Lecture
- Rotman School of Management
- SPUR Festival of Politics, Art & Ideas
- FOLD Festival of Literary Diversity
- Lexpert Dinner
- Indigo/Chapters Lunch & Learn, Speaker
- Insurance Bureau of Canada (Ontario), Ingage Day 2014
- Word On The Street
- Globe and Mail/Ben McNally Books Authors’ Brunch
News & Media
As featured in
2020
Toronto StarOpinion by Clive Veroni: “Remote work will do little for next generation”
The Hill TimesTrudeau should negotiate directly with hereditary chiefs to find a lasting solution for ‘the defining issue for this government,’ say parliamentarians and pundits
2016
CTV InterviewThe Trump Brand
MetroNewsClinton Presidential Campaign
The Globe and MailA review of The Candidate suggests its author would have done better had he read and taken to heart Spin
The Agenda with Steve PaikinThe Transformation of Political Marketing- CTV Interview2016 US Election
Review for the Literary Review of CanadaMy review of Alex Marland’s book Brand Command for the LRC, a publication about Canadian books, culture, politics and ideas.
Interview on CBC News Network
2015
- Rotman School of Management
The Hill Times‘Three of the most awkward guys in the country are vying to be the next PM’: advertising expert Clive Veroni- CTV’s Power PlayDon Martin hosts CTV News Channel’s daily marquee political program, Power Play.
- The Hill TimesTrudeau faces attacks, NDP and Tory follow-ups miss mark: Clive Veroni’s ad breakdown
- The Hill TimesClive Veroni On NDP’s ‘Enough’ Ad
- The Globe and MailThree myths about negative campaign ads
- Calgary HeraldBusiness book finalists unveiled: Spin makes the National Business Book Award shortlist
- The Canadian PressSeven titles make long list for $20,000 National Business Book Award
2014
- CTV’s Canada AMControlling the Spin
- Publishers WeeklySpin: How Politics Has the Power to Turn Marketing on Its Head
National PostReview: “Speeding up the spin cycle. Can Clive Veroni’s manifesto save advertising from itself?”- The Hamilton SpectatorReview by Jay Robb: “Win by making people mad”
- The Globe and MailLoved all the Hilary Weston Writers’ Trust Prize finalists? Those authors recommend what to read next
- InterviewTide turning, marketers look to political strategists for inspiration
StraightDeconstructing the B.C. Liberal spin campaign to protect Christy Clark during the teachers strike
Book ExcerptHow Ad Outrage Helps Sell Fashion
CJAD MontrealBarry Morgan Show, Interview with Anne Lagacé Dowson- Book ExcerptTime For Marketers To Abandon The Safety Of The High Ground
- CJAD MontrealTommy Schnurmacher Show
- CBC NewsThe Exchange with Amanda Lang
- The GridClive Veroni on Porter Airlines’ brand, as it pushes to bring bigger jets downtown
Where to purchase
Order your copy now!
Learn from the world of politics.
Canadian Retailers
American Retailers
In an approachable, entertaining, highly readable manner, Clive Veroni takes us into the world of tribal consumers, big data, open branding, permission marketing, and the rise of individualized targeting. As such he takes us into the world of the future in political and commercial marketing campaigns. Enjoy the read, but ponder the implications.
Stay Connected