Book description
The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today’s unprecedented speed and scope of technological change?
Beyond Advertising provides a business transformation road map for an aspirational future, based on the insights of more than 200 of the world’s most forward-thinking executives, innovators, and academics all grappling with today’s unique challenges and opportunities.
This book offers a concrete set of principles, including The All Touchpoint Value Creation Model, designed to lift us out of reactive thinking and encourage the co-creation of a future better for business, better for people, and better for society. Actionable steps include:
- Holistically orchestrate and allocate resources across all touchpoints
- Redefine expectations of success to align for multi-win outcomes
- Provide every stakeholder at all touchpointsa R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story
- Develop all touchpoints to maximize the M.A.D.E.s value of context: the complete person, the features of the delivery platform, the dynamic environment, and synergies with other touchpoints
Table of contents
- Title Page
- Why Beyond Advertising is a Must-Read for CEOs, C-level Executives and Change Agents
- Copyright
- Dedication
- Acknowledgements
- Preface: Who Should Read This Book?
- Part I: The Motivation for Change
-
Part II: Toward a New Model Beyond Advertising
-
Chapter 3: Aligning for Win-Win-Win Impact
- Brand Steward Network
- Know Thyself: A Clear and Consistent Purpose in the World
- To Thine Own Self Be True: Authenticity and Authority
- Do Unto Others: Trust-Building
- In Concert with Fellow Brand Stewards
- People, Not Consumers
- Their Lives
- Their Aspirations
- Their Communities
- Culture, Society, and the World
- For Short- and Long-Term Impact
- Bringing Analytic, Creative, Design and Operational Brilliance together to Bring a Compelling, Unifying Brand Purpose to Life
- Infrastructure to Enable Brands to Listen, Process, Deliver, Learn, and Repeat
- Key Takeaways
- Chapter 4: Orchestrating Value Creation across All Touchpoints
-
Chapter 5: New Guidelines for Desired Content: R.A.V.E.S.
- Why R.A.V.E.S.?
- Relevant and Respectful: We're Not “Targets,” We're People!
- How to Be Relevant
- R-E-S-P-E-C-T
- Crossing the Line
- Actionable: Sounds Good, Now What?
- Valuable: Give People What They Need, Want … or Something Even Better
- Exceptional Experience: Make It Memorable
- Shareworthy Story: Tell Me Something Worth My Time and Energy
- Storytelling, Storydoing and Storyscaping
- Key Takeaways
- Chapter 6: The Expanded Power of Context: M.A.D.E.s
-
Chapter 3: Aligning for Win-Win-Win Impact
-
Part III: What to Do Now to Get Ready for—and Co-create—the Future
- Chapter 7: Embrace Adaptive Experimentation
-
Chapter 8: Leverage Organizational Architecture
- Challenges to Change
- Where to Start?
- Nine Levers for Organizational Change
- Lever 1: Culture and Values
- Lever 2: Governance and Business Models
- Lever 3: Structure and Processes
- Lever 4: Value Creation Processes
- Lever 5: People, Mindsets, and Competencies
- The Successful Network Orchestrator
- A View to the Future
- Lever 6: Physical and Virtual Facilities
- Lever 7: Resources and Resource Allocation
- Lever 8: Technology Infrastructure
- The Architecture of Personalization
- Lever 9: Metrics/Dashboard Performance Measures, Incentives
- Key Takeaways
-
Chapter 9: Transcend Silos and Barriers
- The Deadly Dozen Silos
- Transcending Silos and Boundaries
- Aligned Objectives
- Open Innovation
- Network Activation
- Approaches to Network Activation
- Network Orchestration
- Element 1: Select a Metaphor
- Element 2: Include Current and Potential Customers in the Orchestra
- Element 3: Create Boundary-less Sections in the Orchestra
- Element 4: Include Emerging Markets and Trends in the Orchestra
- Element 5: Orchestrate on Solid Principles
- Element 6: Harness Technology to Enable and Empower the Orchestra and Orchestration
- Key Takeaways
- Chapter 10: A Global Movement toward a More Desirable Future
-
Appendix 1: The Backstory The Wharton Future of Advertising Program and the Advertising 2020 Project
- The Advertising 2020 Project
- Gather Great and Willing Minds from around the Globe
- Make Sure to Include Traditional (Often Vested) and Nontraditional (Often Barrier-Breaking) Perspectives
- Reach beyond Blaming, beyond Prediction to Aspiration and Inspiration
- What to Do Now
- Share and Distill Insights to Empower Business Leaders and Inspire the Next Generation
- Appendix 2: Advertising 2020 Contributors
- Appendix 3: WFoA Global Advisory Board
- Appendix 4: Planning and Conducting an Experiment
- References
- End User License Agreement
Product information
- Title: Beyond Advertising
- Author(s):
- Release date: February 2016
- Publisher(s): Wiley
- ISBN: 9781119074229
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