Beyond Advertising: Creating Value Through All Customer Touchpoints
by Yoram (Jerry) Wind, Catharine Findiesen Hays, and the Wharton Future of Advertising Innovation Network
“If you need to convince others that it is time for a fresh look at the role Marketing should play in your company, hand out this book.”
– David C. Edelman, Global Co-Leader, McKinsey Digital, Marketing and Sales
“This book is a must-read for anyone who wants to be effective in reaching, influencing, and creating value. I think this book will be a milestone in the history of marketing communication.”
– Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
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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
Read more about Beyond Advertising in the press here.
Advance Praise for Beyond Advertising
“This is a compelling and necessary resource for any company executive seeking to understand our changed media environment and the implications of unprecedented consumer control of brands. With a call to rethink both organizational structure and process as well as the very definition of advertising, this book provides a valuable new construct for success.”
– Jennifer Rooney, CMO Network Editor, Forbes
“Beyond Advertising is not about advertising at all, it is about the way that the economy, business, society, and culture now work in a connected digital world. It gives tools and frameworks that help people and businesses succeed by looking at all the touchpoints that now exist, and most importantly, how they create new value as an interconnected, interdependent, and transparent system.”
– Nigel Morris, CEO, Dentsu Aegis Network Americas & EMEA
“The world of marketing is moving from Marketing to Consumers —> Marketing for People —> Mattering To People. As a result, the rules of brand building are being rewritten every day. This book challenges entrenched mental models, gives a great framework for developing new ones, and provides a road map for reimagining the world of marketing.”
– Stan Sthanunathan, Sr Vice President, Consumer and Market Insights, Unilever
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