In the tradition of Malcolm Gladwell’s Outliers and Daniel Kahneman’s Thinking Fast and Slow, Clive Veroni’s Spin is a fascinating investigation of how the techniques of political strategists are being applied to the world of consumer marketing.
In the early twentieth century political operatives did their work in the backroom, a shady place of secret deals and dark arts. By the middle of the century, the politicos were heading to Madison Avenue to learn the techniques of mass communication and persuasion. Today, they have moved from the dim light of the backroom to the bright lights of the war room, the central command for political campaigns. And along the way the pupil has surpassed the teacher.
Aided by masses of data, sophisticated computer modelling, and smart manipulation of social media, political strategists are reshaping the way voters think. And act. Forward-thinking marketers are now adopting these techniques to convince consumers to buy their products. The strategies being used to influence our choices at the ballot box will soon be used to influence our choices in the grocery store.
Drawing on political and marketing stories from North America, Europe, and beyond, Spin gives readers an insider’s view of this stunning turnaround. The book will focus on well-known characters from the worlds of politics and marketing and reveal how all of us will be affected by the surprising new ways in which companies will try to persuade us to vote for their brands.
Veroni is a marketing strategist, who worked on ad campaigns for companies such as IBM and Apple before launching his own consulting firm, and in this exceptionally well-written and entertaining book, he explains how political strategists are reshaping public opinion through the use of big data, sophisticated computer modelling and smart manipulation of social media. Framing the right question, wedge politics, inspirational team building and scenario planning are techniques that have been used extensively to influence voters. Following in political operatives' footsteps, marketers are now adopting similar strategies to influence consumers' choices and strengthen their brands. Social media, open branding, individualized marketing and crowd-sourcing are helping companies develop products, deliver messages to consumers. The author also provides a compelling argument for reinventing marketing teams to exploit events and expose brands to captive audiences in innovative ways. Techniques featured in the book are supported by well-known business examples, political events and marketing stories that are highly relevant, powerful and entertaining, effectively reinforcing how companies and political strategists influence voters and consumers alike. Delightfully captivating and riveting, this is a must-read for marketers and political strategists and is highly recommended for all consumers.