The Future of Men: The Rise of the Übersexual and What He Means for Marketing Today

book surprised me because i thought it would be fluff and it was anything but. A+ insights into the men's view of the world, and great for marketing to men.

I really enjoyed reading this book! It provides tons of background information on society's view of men and where are they heading. Apparently, metrosexuals are over and ubersexuals are in! I, for one, couldn't agree more!

I found this a fun and interesting read. As someone who works in the media, I found the chapter on mass media, advertising and the modern man of particular interest. The authors illuminate how men have fallen into the beer-guzzling, skirt-chasing, stomach-scratching stereotypes in media. And it challenges us to come up with multi-layered portrayls. And if you're a George Clooney fan, you'll enjoy this read even more. They've dubbed him an 'ubersexual' ;)

A friend gave this book to me because they knew that I had an interest in advertising and marketing. I had low expectations and thought that it would be the same tripe that all marketers feed to the masses. No big ideas, nothing really insightful or worth remembering...just claims that they know more than they rest of us. Thankfully, I was VERY wrong about the book and really enjoyed reading it. It was smart, well written, and more importantly, it offers a new and useful perspective on a topic that I felt had been exhausted by the media. Men are typically stereotyped as sexist "bad boys", or pigeonholed as "metrosexuals". The rise of the "ubersexual", that these authors describe, is a welcome change from the media perspectives of the past decade.

Men is changing... we all know that. What is important to those in the marketing business is how they're changing and how we can reach the "new man." It is true that the book poses new stereotypes. But like it or not, stereotypes are helpful for marketers. With that said, the book is a good tool for those in sales and marketing business essentially male oriented or planning to start selling for men. It's a must read!