Z.E.R.O.: Zero Paid Media as the New Marketing Model -- Copyright -- Contents -- Foreword -- Preface The Obesity Epidemic -- A Note from the Authors -- Section I: The Problem -- Chapter 1: Madison Avenue: We Have a Problem -- The World Has Changed. The Consumer Has Changed. Marketing Has Not. -- Chapter 2: A Perfect Storm Is Coming -- The End Is Near -- Cultural Armageddon -- The Game of Numbers -- Off Strategy, Off Funnel -- If Awareness Is Universal Currency, It's Devaluing Quickly -- Paid Media's Last Stand -- Chapter 3: The Economic Case -- How Budgets Are Set -- How Marketers Are Incentivized -- The System Is Rigged -- How Agencies and Other Partners (Suppliers) Are Paid and Incentivized -- Chapter 4: The Business Case -- Credit Where Credit Is Due -- Chapter 5: The Media Case -- Data Point 1: More TVs and More Channels, But Not More Viewing -- Data Point 2: Cutting the Cord-New Ways to Watch "TV" -- Data Point 3: I Am Watching . . . and Texting . . . and Tweeting . . . and . . . -- Chapter 6: The Consumer Case -- Consumers Have Moved On -- Word-of-Mouth Is a Red Herring -- So Where's the Rub? -- Paid Media Is a Temporary Cultural Phenomenon -- Consumers Love Ads-No They Don't -- Chapter 7: The Creative Case -- What If . . . -- The Apple That Broke the Camel's Back -- Firing Blanks -- Section II: The Z.E.R.O. Vision -- Chapter 8: Is It Time to Blow Up the Entire Model? -- Help Me Help You -- Something's Got to Give -- Are You on the Bus? -- What's Your Heresy? -- What's Your Legacy? -- Chapter 9: Introducing Z.E.R.O. -- Charity Begins at Home -- Paid Media Is Reserved for PEONs -- Media, a So-Called Term . . . -- Setting the Attention Table -- Putting It All Together -- Primary Hypothesis and Z.E.R.O. Manifesto -- Awaken, Zealots, Awaken -- Loyalty and Advocacy Are Not One and the Same -- The Real Enemy Is Apathy -- Formalizing Advocacy.

Pivot, Entrepreneur, Pivot! -- Survival Demands Innovation and Creativity -- Brands and Startups Are Joined at the Hip -- Agile Brands -- Hug It Out, Customer, Hug It Out (Retention Expanded) -- Taking One Step Backward to Avoid Two Steps Backward -- What's the Point in Fishing When Your Net Is Full of Holes? -- Convene, Landlords, Convene (Owned Assets Expanded) -- Revenge of the Brick -- The Coca-Cola Media Company -- Think Z.E.R.O. Is a Pipe Dream? -- Twitter Is the New YouTube -- Oreo-Speedwagon -- So You Want More Proof? -- Dove's Campaign for Real Beauty -- Hello, Ladies -- Am I Too Small for Z.E.R.O.? -- Z.E.R.O. Is a Philosophical Mind Shift -- Section III: The Z.E.R.O. Action Plan -- Chapter 10: Culture and Talent -- Learning by Doing -- Trusting Your Brand to a 20-Something Intern Is a Recipe for Disaster -- Chapter 11: Tenure -- Continuity Bonus -- A Royalty Bonus for Innovation -- An Imitation (Stealing) Bonus -- Build an Electronic Repository of Plans, Learnings, Creative Work, and Results -- Chapter 12: Compensation -- Consumers -- Employees -- Partners -- Rule 1: Agencies Are Businesses and Should Be Allowed to Make a Profit -- Rule 2: Agencies Should Not Be Allowed to Profit from the Client's Significant Investments in Media, Digital, or Production -- Rule 3: Advertisers Should Pay Agencies on Time and for the Work That Was Agreed upon as the Deliverable -- Rule 4: Pitches Should Not Be Paid for and Should Not Occur Willy-Nilly Each Time You Don't Like Your Current Agency's Latest Proposals-or Each Time There Is a New CMO or Brand Director -- Rule 5: No Matter How Hard You Try to Explain It to Me (and Trust Me, Many Have Tried), Your Agency Overhead Can Never Be More Than 100 Percent -- Chapter 13: Budget Setting -- Budget Setting Rule 1 -- Budget Setting Rule 2 -- Budget Setting Rule 3 -- Budget Setting Rule 4.

Budget Setting Rule 5 -- Budget Setting Rule 6 -- Chapter 14: Measurement and Insights -- More Data, More Confusion -- The Marketer's Data Insights World -- The Marketer's New Data Insights World -- Chapter 15: Use Existing Customers to Gain New Ones -- Two-Way Street -- The Basics: Cross-Sell and Upsell -- Apple of My Eye -- Prime Time -- Inside-Out Marketing -- Silent versus Violent -- Are You Lazy, Stupid? Pick Two. -- Chapter 16: Customer Experience Becomes the Key Strategic Differentiator -- Differentiating Your Brand with Customer Experience -- Chicken and Customer Service -- Branding and Brand Building No Longer Differentiate -- Who Owns the Customer? -- Everything Communicates, Everyone Communicates -- First Impressions -- Price Transparency with an Experience Twist -- That Is Customer Experience at Its Finest -- Connecting the Dots -- Customer Experience Is the Difference between Good and Great -- Chapter 17: The Innovation Imperative -- Innovate or Die -- The Next Big Thing or the Next Big Thing for You? -- Innovation Continuum -- The Stakes Have Never Been Higher: Natural Selection and the Evolution of the Marketing Species -- Risk Is Relative -- #FailFail -- Fail Fast or Fail Smart? -- Hey, Fatso, Time to Lose Some Weight -- Making it Happen -- Taking Stock -- One More Thing -- Chapter 18: Become a Data Junkie -- The Geeks Will Inherit the Earth -- Data Is Ground Z.E.R.O. of the New Marketing Model -- Your Consumer Is Waldo -- Connect the Dots. Win a Prize -- Big Data. Big Dummy -- What We Need Here, People, Is More Cowbell -- Nike Is a Technology Company -- He Slimed Me -- Long-Term Metrics and Milestones -- Reframing the Conversation -- The Art of Change -- Chapter 19: From Campaigns to Commitments to Ecosystems -- Google Is an Ecosystem -- Innovation at 128,000 Feet -- Find Your (Brand) Greatness.

Everything Is Connected to Everything, and Everyone Is Connected to Everyone -- Thanks, Jim, I'll Take It from Here -- This Is a Customer-Centric Ecosystem Powered by Technology -- How Do You Scale Humanity? -- One Step Back to Take One Step Forward -- Chapter 20: That's Great . . . Now What the Hell Do I Do Next? -- Hey, Chubby, Get into That Gym -- Work Out Workshop -- Jaffe and Albarda's Law of Z.E.R.O. Motion -- You Have a Long Way to Go -- When You Come to a Fork in the Road, Take It -- Embrace Your Inner Masochist -- Slay the Sacred Cow -- Robin Hood Marketing -- Vertical or Horizontal Routes -- Press. Press. Press. -- Translation: When Budgets Are Cut, It Is Not the First to Go, but the Last -- One More Thing: Z.E.R.O. Is Not Free -- Keep It Simple, Stupid (KISS) -- Putting It All Together -- When All Else Fails, Don't Panic -- Shift Happens -- Epilogue -- The Twist -- Logging Off -- Notes -- Index.