The core message in this compelling new book is that ‘everything communicates.’ Advertising, once the realm of marketers and agencies is now a core business strategy, requiring fluid and silo-busting orchestration of innovation, customer service, corporate reputation management and more. The authors effectively argue that brand equity today is in continuous flux. And if there is any daylight between what a brand says and does, customers will short it like a poorly performing stock. The only answer is to put customers at the center of the organization and ‘Beyond Advertising’ will teach you how.
— John Gerzema, Chairman & CEO, BAV Consulting
Rarely can you find such a comprehensive, cogent, and compelling look at how to market in the future. For those of you open to new models, new media, new ways of managing brands, you'll find innovative and lively thinking from an all-star list of people who are living and breathing the changes every day.
— David Sable, Global CEO, Y&R
Beyond Advertising is a must read for any Business person because it is like a good whack to our existing mental models waking us up to think a new.
— Rishad Tobaccowala, Chief Strategist, Publicis Groupe
The traditional form of mass marketing is mass suicide. Beyond Advertising charts a clear pathway to engaging the empowered and hyper-connected consumer through a thoughtful and holistic approach that recognizes the many ways ...