Can’t Buy Me Like

About the Author

Bob Garfield and Doug Levy are visionaries in the world of marketing and communication. Bob Garfield is renowned for his insightful commentary and analysis of the advertising industry, co-hosting NPR's On the Media and contributing as a columnist for MediaPost. With a career spanning over three decades, Garfield's previous works include The Chaos Scenario, where he delves into the complexities of media and advertising.

Doug Levy, the founder and CEO of MEplusYOU, leads a strategic and creative agency that champions the idea that authentic relationships fuel remarkable brands. Together, Garfield and Levy bring a wealth of experience and knowledge, presenting a compelling argument for a new era in marketing: the Relationship Era.

Main Idea

Can't Buy Me Like explores the transformative shift from traditional advertising to the Relationship Era, where authentic customer relationships are paramount. The authors argue that the outdated models of the Product and Consumer Eras, which relied heavily on mass advertising and manipulation, are no longer effective in today's world. Instead, success in the Relationship Era depends on trust, transparency, and genuine connections with customers.

Garfield and Levy emphasize that businesses must redefine their approach, focusing on honesty, shared values, and a purpose beyond profit to thrive. This book blends research, examples, and practical advice to demonstrate how companies can navigate this new landscape effectively.

Table of Contents

1. Introduction
2. Goodbye to All That
3. The Relationship Era
4. Trust Me
5. On Purpose
6. Sustain
7. That Thing Called Like
8. The Shift
9. Do's, Don'ts, and... No, Really, Don'ts

Introduction

In the introduction of Can't Buy Me Like, Garfield and Levy set the stage for the dramatic shift in marketing paradigms. They argue that traditional advertising methods are failing, as consumers have grown desensitized and disillusioned by constant ad bombardment. The authors introduce the concept of the Relationship Era, where businesses must build genuine relationships with their customers to succeed.

"Human needs, human values, and human connections will define success or failure. The currency of Relationship Era marketing is not awareness, nor even quality; it is authenticity." — Bob Garfield and Doug Levy

Goodbye to All That

The first chapter, "Goodbye to All That," examines the historical context of marketing, highlighting the shift from the Product Era to the Consumer Era, and now to the Relationship Era. The Product Era focused on the intrinsic qualities of products, while the Consumer Era shifted to understanding and manipulating consumer desires. However, these methods have become obsolete.

The authors describe the current marketing environment as chaotic and unsustainable, with rising costs and decreasing consumer tolerance for traditional advertising. They emphasize the need for a new approach that prioritizes genuine relationships over transactional interactions.

The Relationship Era

In "The Relationship Era," Garfield and Levy explain the core principles of this new marketing paradigm. They argue that success in this era is built on trust, loyalty, and authenticity. Brands must engage with customers as friends and members of a community, rather than targets for persuasion.

"In the Relationship Era, your essence is transmitted in your relations with all stakeholders: customers, employees, suppliers, shareholders, neighbors, and the earth itself." — Bob Garfield and Doug Levy

The authors identify four forces driving the Relationship Era: