Available for purchase in-stores or online from any of the retailers below. Click here to learn more about bulk orders — a powerful tool to share throughout your organization, and beyond, to spark conversation, create alignment, and embrace new approaches needed for success in this continuously evolving environment.
Over 200 innovators and visionaries from across industries, a wide breadth of disciplines, and spanning 22 countries representing each continent, weighed in on the two simple yet compelling questions posed by WFoA in 2012 for our Advertising 2020 Project: 1. What could/should advertising look like in 2020? What should we do now to make that future a reality?
A synthesis of these bold and creative contributions together with insights generated from decades of Professor Wind’s research and work with executives around the world combine to offer new ways of thinking about today’s challenges and possibilities. The resulting book is for all those who are realizing that tremendous and far-reaching changes continue unabated in the field of advertising and marketing and are having far-ranging consequences beyond these disciplines. With the impacts reverberating across executive ranks, throughout all reaches of organizations, and on to their stakeholders, the new concepts we present apply to large corporations and small enterprises alike, to anyone who has the desire to understand and harness the tremendous forces of change or else risk being overtaken by those who do.
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 touchpoints a 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
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