Can't Buy Me Like

Can't Buy Me Like is a 2013 book by Bob Garfield and Doug Levy. (ISBN 978-1591845775) Can't Buy Me Like focuses on demonstrating to marketers how to build meaningful business returns in the Relationship Era by cultivating authentic customer relationships.[1] The book was published in March 2013 by the Penguin Group.

The book proposes that there is an ongoing shift in marketing from the Consumer Era, where marketers spin product advertising, to the Relationship Era, where companies who have a core purpose and who care about something other than selling products, sell more of their products. It indicates that the success of companies in the Relationship Era is based on authenticity, trust, and relationships.

Synopsis

Can't Buy Me Like is a narrative that proposes that the Relationship Era is a new direction for marketing and advertising and that a purpose is required for companies to succeed in the Relationship Era.

The book is divided into an introduction, 11 chapters, and then an Authors' Afterword and Acknowledgements section. It is written in narrative format and includes case histories from large and small businesses, as well as public and proprietary data. It also includes graphics, charts, and step—by step instructions for succeeding in the Relationship Era. The book emphasizes the importance of purpose in the branding statements of companies.

As indicated in the book's introduction, "At the most basic level, Can't Buy Me Like is a book about a simple truth: if you are still selling goods and services by blanketing the world with advertising, trying to persuade or entertain or flatter consumers into submission, you are doing things all wrong. Because the world has changed. A lot."[2]

Release and reception

Can't Buy Me Like was well received in the business and marketing fields. It was profiled in The Street,[3] CBC TV,[4] Hispanic Marketing,[5] and Forbes.[6][7][8][9]

Jack Covert of 800CEORead praised Can't Buy Me Like for its refreshing and clear roadmap to success in the Relationship Era.

"The book is full of stories about companies that soared in the Consumer Era and are struggling in the Relationship Era, and of companies now thriving in the Relationship Era. In many cases, these examples are of such ubiquitous brands that we can't help but see the immediate wisdom in the appraisal of the situation. Garfield and Levy bring their decades of experience in advertising and brand analysis to (literally) lay out a map that companies can use to move toward more sustainable and profitable relationships with their customers."[7]

Can't Buy Me Like and its authors, Garfield and Levy, have also been featured on radio shows such as KERA and NPR, the American Marketing ASsociation podcast,[10] [11][12] and articles in PBS, MediaPost, Slate.com,[13] Destination CRM,[14] and The Motley Fool,[15] among others.[16][17]

See also

References

  1. ↑ "Can't Buy Me Like: Trust Me (Excerpt)". The Huffington Post. Retrieved 2016-02-20.
  2. ↑ Garfield, Bob; Levy, Doug. "Can't Buy Me Like: The Book you are Reading" (PDF). Penguin Group. Retrieved 2014-03-22.
  3. ↑ http://www.thestreet.com/video/11863259/relationships-driving-results-at-citigroup-panera.html
  4. ↑ http://www.cbc.ca/player/Shows/ID/2341088443/
  5. ↑ http://www.hispanicmpr.com/2013/02/22/ad-critic-agency-leader-believe-authentic-connections-can-produce-results/
  6. ↑ Bercovici, Jeff (2013-03-14). "Why Chick-fil-A Gets It and McDonald's Doesn't: Bob Garfield at SXSW". forbes.com. Forbes. Retrieved 2014-03-22.
  7. 1 2 Covert, Jack. "Jack Covert Selects Can't Buy Me Like « 800 CEO Read." 800 CEO Read. 800 CEO Read, 15 Mar. 2013. Web. 22 Mar. 2013.The Street (video): http://www.thestreet.com/video/11863259/relationships-driving-results-at-citigroup-panera.html
  8. ↑ Lang & O'Leary Exchange. Perf. Amanda Land and Kevin O'Leary. CBC. CBC News, 6 Mar. 2013. Web. 22 Mar. 2013. <http://www.cbc.ca/player/Shows/ID/2341088443/>.
  9. ↑ Del Valle, Elena. "Ad Critic, Agency Leader Believe Authentic Connections Can Produce Results." Ad Critic, Agency Leader Believe Authentic Connections Can Produce Results. Hispanic Marketing and Public Relations, n.d. Web. 22 Mar. 2013. <http://www.hispanicmpr.com/2013/02/22/ad-critic-agency-leader-believe-authentic-connections-can-produce-results/>.
  10. ↑ "Author Series: Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results". ama.org. American Marketing Association. Retrieved 2014-03-22.
  11. ↑ Levy, Doug. "Luring Consumers In A New Ad Age." Think. KERA, Texas, 1 Apr. 2013. Radio.
  12. ↑ Staff, NPR. "'Can't Buy Me Like': Advertising Strategy In The Relationship Era." NPR. NPR, 14 Mar. 2013. Web. 03 Apr. 2013. <http://www.npr.org/2013/03/14/173839410/cant-buy-me-like-advertising-strategy-in-the-relationship-era?ft=1>.
  13. ↑ Rothbard, Sarah (2013-03-06). "The Six-Point Inspection: Prepare for Our Robot Future". slate.com. Slate. Retrieved 2014-03-22.
  14. ↑ Aquino, Judith (March 2013). "Required Reading: Building Authentic Customer Connections". destinationcrm.com. Information Today, Inc. Retrieved 2014-03-22.
  15. ↑ Byrnes, Brendan (2013-04-01). "The New Era of Advertising". fool.com. The Motley Fool. Retrieved 2014-03-22.
  16. ↑ "The Death of Dishonest Advertising." Interview by Bob Garfield. PBS 27 Mar. 2013: n. pag. Web. <http://www.pbs.org/newshour/rundown/2013/03/the-death-of-dishonest-advertising.html>.
  17. ↑ Garfield, Bob, and Doug Levy. "Hot Off The Press: 'Can't Buy Me Like'" MediaPost. MediaPost, 7 Mar. 2013. Web. 03 Apr. 2013. <http://www.mediapost.com/publications/article/194028/hot-off-the-press-cant-buy-me-like.html>.
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