Six Pixels of Separation - The Blog
April 29, 200612:28 PM

Experience The Message: How Experiential Marketing Is Changing The Brand World By Max Lenderman - Montreal Business Book Club May Selection

The May session of The Montreal Business Club will feature Experience The Message: How Experiential Marketing Is Changing The Brand World By Max Lenderman. This discussion is taking place on Monday, May 29th, 6:30 pm at Twist Image.

Max is a former Montrealer who started his career in our fair city at a company called Gearwerx Experiential Marketing. He is presently the Creative Director at GMR Marketing in Chicago and authored the book, Experience The Message.

I've had the pleasure of speaking to Max many times over the past few months and his book is right up there with Life After The 30-Second Spot by Joseph Jaffe and Purple Cow by Seth Godin.

It's the summer, so I wanted to make the May selection of the Montreal Business Book Club a light and fun read.

Max will also be in Montreal in mid-May keynoting at the CMA - Canadian Marketing Association - National Trade Show and Conference.

Here's the book description from Amazon.com:

"Experience The Message is an exciting guide to today's revolution in marketing that challenges long-held beliefs about how products are introduced and sustained on the consumer's highly cluttered radar screen. This book reveals how today's companies can use credible voices and sensory experiences to bring the brand-its essence and its benefits-to life, how a company stimulates interaction between the brand and consumers in meaningful locations, creating a positive and memorable association in places and at times where the consumer is most receptive to learning or interacting with a product or brand."

I am going to ask Max if he is able to phone in for a Q&A session. I think something like that will add much more to the discussion.

As always, everyone is free to join, but please RSVP by email to me and make sure to read this: The Montreal Business Book Club - A Primer.

I also posted a list of all books covered by The Montreal Business Book Club, which you can view here: The Montreal Business Book Club Book List.

Please be sure to check out Max Lenderman's Blog: Experience The Message.

By Mitch Joel

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