A guide to surviving the evolutions of marketing, and how purpose helps you thrive.
In The Marketing of Meaning, Erik Saelens, strategic director of Brandhome, maps out what you need to engage modern consumers and describes what the future holds for marketers & brands. Here he gives a clear guide to thriving as a brand by anticipating society’s demand for purpose.
Erik Saelens (42) is the strategic director of Brandhome. As a respected name in the world of branding, Erik is always looking for new ways to build his expertise and knowledge. And now he is ready to share these insights with you in his latest book, The Marketing of Meaning.
WHAT'S THE BOOK ABOUT?
The Marketing of Meaning is an answer to the constantly recurring question asked by most brands: What do consumers want these days? Erik gives a clear answer to this question by mapping out consumer behavior, pointing out the responsibility of brands in a changing world, and showing how to survive and even thrive in a world dominated by excess. Here he deepens the book’s triggering statement, “why purpose markets itself,” and offers you the recipe to thriving in challenging times.
WHEN DID YOU DECIDE TO WRITE A BOOK ABOUT HOW TO BE MEANINGFUL AS A BRAND?
"I’m passionate about the evolution and future of marketing and branding. Starting out with Brandhome in the 90s, I was on the first row to see the almost constantly evolving marketing and branding sector. From this experience and with a unique perspective on the future, I try to be the brand fortune-teller that young as well as old brands are looking for. I wanted to formulate these thoughts and insights in a survival guide that explains our current customer’s behavior. This book further builds on my earlier explorations of this topic in the books Game Over, Triple-A and many more.”