''They Say They Want a Revolution'' Explores Radical Shift as the Consumer Takes Control of the Marketing World.

Business & Advertising/Marketing Editors

SEATTLE--(BUSINESS WIRE)--Nov. 13, 2003

Thought-provoking anthology weaves together essays from a dozen

industry innovators who share their future vision of advertising and

what marketers must do today to adapt to this new reality

Title:    They Say They Want A Revolution
          Non-fiction/business/advertising, Trade Paperback
Author:   Compiled by Paul Matthaeus, with contributing authors:
          Bill Clem, Ken Harper, Lakish Hatalkar, Brian Seth Hurst,
          Mike Jaglois, Larry Keeley, Dennis Madsen, Michael Markman,
          Madigan Pratt, Peter Sealey, Michael Snyder.
Pub Date: October 2003
ISBN:     0-595-29838-9
Price:    $16.95
Pages:    170
Web:      http://www.d-kitchen.com/
To Order: iUniverse 1-877-823-9235 (Also available from Ingram Book
          Group and Baker & Taylor)

A revolution has rocked the marketing world with the consumer seizing total control. A consumer revolution so quiet and efficient, there's barely been a ripple on the surface of everyday life. But make no mistake, the victors are anointed and will exert their power over the marketing process in every way imaginable. The traditional approach to marketing is dead, obsolete and not to be resuscitated.

In They Say They Want A Revolution, an anthology of industry innovators from the disciplines of advertising, marketing, product design, branding, retail, multimedia, cyberspace and public relations explore this powerful consumer insurrection that many marketers have yet to recognize. In fact, the vast majority of marketers have simply maintained a stiff upper lip and soldiered on, doing what they're doing because that's the way it's always been done, all while their marketing results have continued to tumble.

"From 1996 to 2000, the Big Three automotive companies increased their marketing cost per vehicle by 87 percent. Yet, their combined market share dropped by more than four percentage points!" says compiling author and book organizer, Paul Matthaeus, "And Detroit is not alone in this marketing futility. Nearly every product niche is experiencing the same fundamental pain."

What's happening? According to the book's contributors, the consumer has been overwhelmed by brand and product overload, deafened by the market din, and empowered by new technologies.

With the ultimate desire to touch and to be touched, the consumer has taken control of when, where, and how they retrieve information relevant to their purchasing decisions. Whether it's the TiVo control that allows them to effortlessly fly past commercials, interactive DVDs that simultaneously engage and enlighten, or intelligent web sites that cater to their individual needs, the consumer is no longer a passive target simply awaiting directives from the marketing establishment.

Written as both an anthology and survival guide for this new marketing reality, They Say They Want A Revolution has brought together some of the most progressive thinkers in their industries including:

Paul Matthaeus of Digital Kitchen introduces the concept of Brand Theatre and the novel way it redefines how a brand can speak to consumers today.

Mike Jaglois of Brand Theatre identifies the various dynamics that were at the core of the revolution and how they came together in a "perfect storm" scenario.

Brian Hurst of The Opportunity Management Company provides a lively discussion of this digital democracy in which the battle cry of "choice, control, and convenience" defines a new marketing reality.

Bill Clem of Strategix ID shares how both brand and humanity can actually be baked right into a product during the research and development phase of its lifecycle.

Larry Keeley of Doblin, Inc. examines this new world of valuable, branded experiences and tells how innovative marketers can create these unique and memorable product moments.

Dennis Madsen of Recreational Equipment, Inc. shares about REI's phenomenal and profitable success in extending the brick and mortar brand onto the web.

Michael Markman of Digeo tells all about how advertisers will actually come to love the digital video recorder -- eventually.

Michael Snyder of Comcast shares how the consumers' desire for the entertainment they want, when they want, is being catered to and what's in store for the future.

Lakish Hatalkar of Procter & Gamble explains how passion can be ignited through Internet marketing using many examples from P&G's successes.

Peter Sealey, Ph.D. of the Los Altos Group, Inc. talks about the fastest growing medium in the history of Western civilization, the DVD.

Madigan Pratt of Madigan Pratt & Associates shares the secrets of success in travel industry marketing, even after the downturn of post-9/11.

Ken Harper of Wing Walkers Marketing unveils the concept of Word of Web dialogue branding and how it is impacting the art of public relations.

Book's Proceeds

The contributing authors will annually present a scholarship to the marketing, advertising or public relations graduate student whose studies and research most reflect the theme of They Say They Want A Revolution. Funding will come from proceeds generated by the sale of the book. For more information visit the Revolution web site at www.brandtheatre.com/revolution.htm.

They Say They Want A Revolution is available online at Amazon.com, BarnesandNoble.com, BooksAMillion.com and Borders.com. Retailers can order via distributors, the Ingram Book Group as well as Baker and Taylor.