About this item

In the tradition of Malcolm Gladwells Outliers and Daniel Kahnemans Thinking Fast and Slow, Clive Veronis Spin is a fascinating investigation of how the techniques of political strategists are being applied to the world of consumer marketing. In the early twentieth century political operatives did their work in the backroom, a shady place of secret deals and dark arts. By the middle of the century, the politicos were heading to Madison Avenue to learn the techniques of mass communication and persuasion. Today, they have moved from the dim light of the backroom to the bright lights of the war room, the central command for political campaigns. And along the way the pupil has surpassed the teacher. Aided by masses of data, sophisticated computer modelling, and smart manipulation of social media, political strategists are reshaping the way voters think.



About the Author

Clive Veroni

Clive Veroni is a leading marketing strategist. His book, SPIN, has been shortlisted for the prestigious National Business Book Award. He is a consultant on brand positioning, marketing strategies, new product development and advertising to a wide variety blue-chip clients across North America. He founded Leap Consulting in 1999. Prior to that he had a successful advertising career, including several years as partner and president of Stringer Veroni Ketchum Advertising before selling his firm to Omnicom. He is a sought-after speaker on issues of marketing and politics in the digital age. Born in South Africa, he now lives in Toronto, Canada.



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