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Business & Economics General

Spin

How Politics Has the Power to Turn Marketing on Its Head

by (author) Clive Veroni

Publisher
House of Anansi Press Inc
Initial publish date
Aug 2014
Category
General, Propaganda, Advertising & Promotion
  • Paperback / softback

    ISBN
    9781487005443
    Publish Date
    Jul 2018
    List Price
    $22.95
  • Downloadable audio file

    ISBN
    9781487006594
    Publish Date
    Oct 2018
    List Price
    $34.99
  • Downloadable audio file

    ISBN
    9781487006600
    Publish Date
    Oct 2018
    List Price
    $34.99
  • Paperback / softback

    ISBN
    9781770893177
    Publish Date
    Aug 2014
    List Price
    $19.95
  • eBook

    ISBN
    9781770893184
    Publish Date
    Aug 2014
    List Price
    $11.99

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Where to buy it

Out of print

This edition is not currently available in bookstores. Check your local library or search for used copies at Abebooks.

Description

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.

About the author

CLIVE VERONI is a leading marketing strategist and political commentator. He is a consultant on branding, marketing and advertising to a wide variety of blue-chip clients across North America. He is also a sought-after public speaker and a frequent political analyst on radio and television. His writing has also appeared in the Globe and Mail, the Hill Times, and the Literary Review of Canada. He lives in Toronto, Ontario.

Clive Veroni's profile page

Awards

  • Short-listed, National Business Book Award

Editorial Reviews

Delightfully captivating and riveting, this is a must-read for marketers and political strategists and is highly recommended for all consumers.

Publishers Weekly

Whether you're looking to win votes or customers in our digital age, Spin is well worth a read.

Hamilton Spectator

. . . elegantly written, smart, and substantive.

The Hill Times

Veroni’s thesis is timely and apt.

National Post

Years ago, backroom political hacks embraced modern consumer marketing techniques and promptly changed the face of politics for ever. In Spin, Clive Veroni brilliantly illuminates how marketers have now turned to political operatives to learn how moving minds can also move products. Chock full of real life case studies, Veroni’s thoughtful and flawless prose tells a powerful story. This is a must-read for marketers.

Terry Fallis, author of Best Laid Plans and No Relation

. . . interesting and thought-provoking.

Globe and Mail

Clive Veroni recasts the rules for marketing and branding in the digital age — a smart, entertaining romp lush with insight and example. Read it and reap.

William Thorsell, Editor in chief, Globe and Mail 1989–1999

In an approachable, entertaining, highly readable manner Clive Veroni takes us into the world of tribal consumers, big data, open branding, permission marketing, and the rise of individualized targeting. As such he takes us into the world of the future in political and commercial marketing campaigns. Enjoy the read, but ponder the implications!

Dr. Alan C. Middleton, Executive Director, Schulich Executive Education Centre (SEEC)