# The New Marketing Manifesto: The 12 Rules for Building Successful Brands in the 21st Century

- Link: https://fundraising.co.uk/books/the-new-marketing-manifesto/
- Published: 2000-07-27T23:46:00+01:00
- Author: Howard Lake

**People’s wants, needs and beliefs no longer conform to the rigid and predictable‘
types’ of yesterday that enabled easy targeting by marketers. The old rules of marketing
don’t seem to work any more. A new set of rules is required to enable companies 
to thrive in the future market place. **

_The New Marketing Manifesto_ is a pioneering book that sets out the 12 new marketing
rules for anyone aiming to build tomorrow’s successful brands that have applied 
New Marketing methods.

## About John Grant

**John Grant** was a founding partner of St. Luke’s Communications, which was Campaign
magazine’s UK ‘Advertising Agency of the Year’ in 1997. 

## Reviews

John Grant is one of the sharpest and most creative minds I have come across in 
my encounters with the advertising business. His insight and clarity makes this 
book compelling reading for every executive involved in marketing. 
**Anders Dahlvig**,
CEO, IKEA Retail Europe

For decades marketing thought of itself as an objective and increasingly quantifiable
science. It is ironic that just as it seemed to have won a place in the highest 
business councils of the land with its credo of putting the customer first, that
everything should suddenly go horribly pear-shaped.

Somewhere between the launch of satellite television in the UK and the fall of Margaret
Thatcher, all the certainties of consumer expectation, segmentation, behaviour and
communication that underpinned the so-called “science” of marketing, seemed to evaporate.

Since then marketers have been struggling in different ways to come to terms with
splintering social structures, changing tastes and a fragmenting mediascape. Every
week the marketing and business press reports some new wheeze or nostrum of the 
month as marketers attempted to develop a new vocabulary in a language they did 
not yet understand to deliver a message they were not yet sure of.

Most prominent among them were leading-edge advertising agencies such as HHCL, Chiat
Day and its subsequent incarnation in London, St Lukes. As planning director of 
St Lukes, John Grant can reasonably lay claim to be one of the creators of the new
language of marketing. The significance of his book _The New Marketing Manifesto_,
lies in the fact that for the first time it draws together all the different strands
of modern practice in the creation and communication of brands, and provides a coherent
intellectual framework or grammar for the new ideas.

It also gives valuable insights into how one of the most creative and original advertising
agencies in the world approaches its business. With great eloquence and insight 
Grant describes how the role of brands in society has changed over the past century,
arriving at the startling conclusion that “brands are (now) surrogate traditions”.

Because they are now so much more important to society, they demand much more careful
consideration he says.

Perhaps “The New Marketing Primer” would have been a better title. Compellingly 
written, perhaps even overloaded with supporting evidence, Grant outlines the syntax
of the “new marketing” with 12 rules for building successful brands in the 21st 
Century. This is that rare creature; an important book about marketing. Aimed at
marketing service providers, people in marketing departments and anyone who has 
to make marketing decisions, ie, anyone in business, it is informative, stimulating
and inspiring by turns. If there is one book you buy about marketing this year, 
this should be it. 
**Alex Benady**