Review for the Literary Review of Canada
My review of Alex Marland’s book Brand Command for the LRC, a publication about Canadian books, culture, politics and ideas.
Clive Veroni.
Meet the man behind the theory.
➔ APPEARANCES
“Elegantly written, smart and substantive”
– THE HILL TIMES
Where to purchase
Learn from the world of politics.
➔ ORDER NOW
“Delightfully captivating and riveting,
this is a must-read”
– PUBLISHERS WEEKLY
SPIN: HOW POLITICS HAS THE POWER TO TURN MARKETING ON ITS HEAD.
For decades, political strategists tapped into the creative brain trust of advertising world to uncover new ways of reaching and persuading voters, in one-way flow of knowledge from Madison Avenue to Washington. Now the tide is turning.
In age of social media and digital communication, where anyone with smartphone is potential broadcaster or publisher, marketers are having learn how to communicate in whole new way. And they’re taking lessons the world of politics.
In Spin, Clive Veroni traces is transformation, as lessons of political campaigning move war room to boardroom. It’s subject of voters and consumers should care about, as marketers and political strategists seek use increasingly sophisticated techniques to influence what we believe and how we behave.
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.
– Terry Fallis, best-selling author of The Best Laid Plans and No Relation
ABOUT THE AUTHOR
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Clive Veroni AuthorClive Veroni is a leading marketing strategist. He is a consultant on brand positioning, marketing strategies, new product development and advertising to a wide variety blue-chip clients across North America. He founded Leap Consulting in 1999. Prior to that he had a successful advertising career, including several years as partner and president of Stringer Veroni Ketchum Advertising before selling his firm to Omnicom. Born in South Africa, he now lives in Toronto, Canada.
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.
– William Thorsell, former Editor-in-Chief, The Globe and Mail
Order your copy now!
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