Sydney agency New Republique unveils unique advertising model in its newly released book

New Republique’s Robert Hutchison and Nima Yassini are set to release their take on modern marketing, in new book GRiP: How To Sell More Through The Rules Of Interpersonal Attraction.

The book introduces their unique advertising model to a business world still tethered to traditional marketing principles “out of touch with the modern consumer” says Yassini, CEO of New Republique, “who changed fundamentally seven years ago.”

Continues Yassini: “The impact of the GFC made consumers extremely value conscious. On top of that, the introduction of the smartphone allowed people to become more informed, socially connected and digitally liberated. This type of customer is no longer impacted by traditional marketing tools like ‘Zag’ or ‘Behaviour Change’. GRiP flips these models on their head, creating a new way to engage and attract this new kind of buyer.”

The book’s thesis is brutally simple. Stop trying to change consumer behaviour and instead draw them naturally and irresistibly towards the brand. Increasing the buyabilty of the brand’s products will result in increased sales.

How? By ensuring it adheres to the rules of interpersonal attraction – the psychology that dictates why people like other people.

Says Hutchison, strategy director at New Republique: “It’s clear that brands have human-like qualities and we sometimes consider brands and their products in much the same manner as we consider other people. Sometimes we judge their values, we shine in their orbit or we ‘save’ the world together.”

By distilling these rules into three easily measured variables, Hutchison and Yassini have provided brands a checklist that gives a specific read on what areas they need to focus on to increase their attraction to consumers.

It is these variables – generosity, responsiveness and proximity – that gives GRiP not just its acronym, but its very own holy trinity for products to appeal to.

Generosity measures how much a company gives over and above the simple product offering.

Responsiveness tells people how well the company understands the needs and desires of its consumers and offers products and experiences that respond to these needs.

Proximity is a measure of how close a product is to consumers through its presence and importance in their personal, social and wider life.

Having found success through GRiPs application onto their own company and clients, Hutchison and Yassini have expanded the theory to everything else they felt needed to ‘get a GRiP’, so to speak. The book features a case study using the GRiP approach on the Australian PM Tony Abbott.

Says Hutchison: “Thanks to some of his most recent decisions, his generosity and responsiveness scores are quite low. His proximity though, is too high. Perhaps Abbott could improve his score by keeping quiet.”

Putting into practice a key variable of the GRiP model from 1st of December consumers will be able to get a copy of the book for free! What better way to launch a book based around consumers and brand generosity?

GRiP: How To Sell More Through The Rules Of Interpersonal Attraction will be generously available to download FREE from Monday 1st of December and the offer will run for the whole month of December. You can find GRiP at newrepublique.com/grip. From the 1st of

January, 2015 the book will be available for purchase as an e-book at newrepublique.com/grip for $24.99.