IER Partners

Book Review: Capture the New Consumer
July 1, 2001

“The Soul of the New Consumer:Authenticity—What We Buy and Why in the New Economy,” by David Lewis and Darren Bridger, Nicholas Brealey Publishing ( Available in both hard- and soft-cover editions. As a marketer, do you understand the soul of the New Consumer? In their book, David Lewis and Darren Bridger note: In a hypercompetitive world of fragmented markets and independently minded, well-informed individuals, companies that fail to understand and attend to the needs of New Consumers are doomed to extinction. Lewis and Bridger, researchers specializing in the study of international consumers, define New Consumers as follows: New, because their style

Scratching the Itch of Generation Jones (712 words)
March 1, 2001

By Andrea Syverson You've heard of "Baby Boomers," "Generation X," and "Generation Y," but have you heard of "Generation Jones"? Jonathan Pontell, at age 42 a Generation Joneser himself, coined the term to describe the population segment born between 1954 and 1965. A pop culture expert and writer, Pontell describes the terminology this way: "Jonesin'" is a hip, passionate slang word from the 1970s that means a strong craving for someone or something. Our generation has the jones." In his new book "Generation Jones," Pontell makes a case that his generation deserves to be treated differently from the Baby Boomers, not lumped

Building Bandwidtch Means Building Everything
February 1, 2001

Sergio Zyman and Scott Miller echo something I’ve been saying for a while: “It’s no different in the world of clicks than in the world of bricks-and-mortar. It’s business. It’s about selling stuff and making money. Brands today and tomorrow will be built the way they were yesterday: They will be built on the basics.” Amen. So why should catalogers read “Building Brandwidth: Closing the Sale Online?” At first glance it appears Zyman, consultant and former chief marketing officer at Coca Cola, and fellow co-author and business partner Miller wrote this book primarily for the dot-coms. But “Building Brandwidth: Closing the Sale Online”