Shaping Value

For anyone who wants to design marketing with their head and their heart — and courage.

This isn’t a book that teaches you how to become a good marketer; it’s a book that teaches you how to become a good marketing designer. Marketing isn’t approached as a component of business and management but of design. It’s this design perspective that makes this book fundamentally different from other marketing books.

Using international examples — from the worlds of design, art, branding, and non-profit campaigns — you’ll learn how to shape marketing in a way that truly reflects what matters: being meaningful for customers and other stakeholders. Based on the logic of design thinking and the principle of Value-Sensitive Design, you’ll develop a strategic marketing plan in the form of a marketing design poster. This poster prioritizes customer needs while also considering the planet, society, and the future.

- Forget the classic 4, 5, or 7 Ps. This book invites you to approach marketing in a radically different way: design-oriented, value-driven, inclusive, and sustainable.

- Dive into inspiring examples—from stunning campaigns to questionable marketing practices—and learn from what works and what rubs you the wrong way.

- Use creative tools to design a value proposition and a meaningful marketing strategy.

- Connect marketing with social impact and demonstrate that every step toward change counts.

This book is an ode to curiosity, creativity, and imagination. You’ll be challenged to think differently about marketing, and to see, create, and act differently. Here, research and design go hand in hand—following your curiosity is just as important as following the plan. This book encourages you to not only gain new knowledge but also to acquire a different mindset: one of engagement and empathy, of deepening and experimenting, and of analysis and creativity.

www.lerenmetfloot.nl/value