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The Significance Premium: Marketing Speaker Rob Walker On Creating Value
Marketing | April 15, 2013

The Significance Premium: Marketing Speaker Rob Walker On Creating Value

In a recent article in ClickZ business magazine, the author shares a piece of advice that marketing speaker Rob Walker knows the value of first-hand. "No matter the method of delivery or the nature of the message," the article reads, "every good campaign has something in common. Each tells a story." That story, or meaning—and the value inherent within it— was something that Walker and his partner Joshua Glenn exploited in their Significant Objects project. Profiled in the article as an example of how to effectively cultivate value in a product or brand, Walker's Significant Objects featured everyday items paired with an invented back-story. The object and it's story were then posted and sold on eBay.

Walker's theory was that "the effect of narrative on any given object's subjective value can be measured objectively," and would cause consumers to reevaIuate the worth of the product in question. As it turned out, Walker was right. "The [items] were originally purchased for $128.74. Ultimately, they sold for a total of $3,612.51," the article reports. The success of the project, and the powerful lessons it delivered on cultivating meaning in branding and marketing eventually spawned a book by the same name.

As the article cautions, "there's a line between storytelling and straight marketing, and it's one that brands must be careful not to cross." In his practical and eye-opening keynotes, Walker teaches audiences how to walk that line, and explores the true nature of value in the corporate world. He discusses what makes a good story that adds meaning to a product or campaign, and how companies can be sure they are truly creating meaning—instead of false promises. A regular columnist of the popular technology and pop culture blog at Yahoo! News, as well the author of Buying In, Walker's talks are accessible and wide in scope, and he shows audiences how to capitalize on the significance premium that drives consumer behavior.
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