Experience The Message: How Experiential Marketing Is Changing The Brand World

What do you get when you cross Chairman Mao's On Guerrilla Warfare and Sean "P. Diddy" Combs's Bad Boy Records? A manifesto for a marketing revolution.

In an age when individuals are exposed to roughly four thousand marketing messages a day, consumers want more than mass-media clutter targeting their eyeballs. They want respect, recognition, and dialogue, and the best way to give it to them is through experiences that are personally relevant, memorable, and meaningful. Consumers have changed dramatically, and the brand world must change to meet their needs - this is the beginning of the experiential marketing revolution.

In Experience the Message Max Lenderman explains who the new marketers are, how they work, and why they matter. He knows because he's one of them. As President and Creative Director of Gearwerx, Max has led successful experiential campaigns for numerous Fortune 500 companies. Experiential marketing is about authenticity, personal interaction, and empowering the individual consumer. It assumes that the entire world is media and the entire universe is the consumer base. Based on these principles, Experience the Message guides us through today's marketing revolution and reveals how companies can interact with consumers in meaningful ways and what consumers can demand and expect.

Max Lenderman has led successful guerilla team forays for Tommy Hilfiger, Procter & Gamble, Unilever, The Bay, Alliance Atlantis, Absolut, DaimlerChrysler, Bell Canada, and Virgin Mobile. Lenderman is a founding member of the International Experiential Marketing Association (IXMA). He also writes frequently on marketing- and business-related issues for Marketing Magazine and Strategy (Canada's leading marketing magazine). He lives in Toronto.