The Activation Imperative: How to Build Brands and Business by Inspiring Action ハードカバー – 2016/11/29
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How can marketers navigate multiplying media options, the growing array of marketing specialties, and increasing content saturation to improve effectiveness and return on investment?
How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers and deliver results?
In The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating themfrom simply projecting what a brand is to optimizing what it does to move people closer to transaction.
Drawing on years of research and experience with the worlds most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. They reveal how todays more personalized and trackable communications illuminate tremendous diversity in paths-to-purchase and explain how to leverage this data to develop more effective strategies targeted to individual inflection points. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage todays increasingly fragmented marketing landscape to more effectively and efficiently build brands and business.
For those striving to break down traditional marketing silos and design truly human-centered solutions that drive business results, this book provides the road map and beacon you have been looking for.--Lisa Hurwitz, vice president of global brand design, Kimberly-Clark
The Activation Imperative takes marketing strategy to a new level, demanding more from marketing and marketers. Rosen and Minsky bring cohesion, structure, and direction to an increasingly fragmented marketing environment. They show how to weave digital and traditional channels together to build powerful and cost-effective marketing campaigns. A thoughtful book, and a must-read.--Kevin Tynan, senior vice president of marketing, Liberty Bank for Savings; author of Exposure: How to Market So Your Message is Unavoidable
The Activation Imperative is an essential read for any marketer hoping to stay relevant in a rapidly changing marketplace. Rosen and Minsky build a compelling argument for moving beyond carpet-bombing prospective customers with brand promotion to engaging them at key trigger points in the customer journey. With its keen insights on building both brand and bottom line results, this is one book you don't want to miss!--Rick Mathieson, author of Branding Unbound and The On-Demand Brand
In our recent groundbreaking study, the Association of National Advertisers found that spending on brand activation will top $740 billion by 2020, more than twice as much as advertising. I'm glad to finally see a book like The Activation Imperative that is not only focused on brand activation but also provides a methodology for better aligning marketing disciplines to achieve it.--Michael P. Kaufman, senior vice president of brand activation, Association of National Advertisers
Branding is a two-step process: defining the brand and activating the brand. The Activation Imperative is the best that I have seen on activating the brand.--Philip Kotler, SC Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
The Activation Imperative offers readers a practical approach to the transformation needed to respond to today's accelerating pace of technological change. It is as valuable to today's marketing practitioners as it is to academics. A must read for anyone interested in increasing the effectiveness of modern marketing.--Yoram Wind, Lauder Professor Emeritus of Marketing, Wharton School, University of Pennsylvania
“Activating a brand means stimulating behaviors in the brand’s target consumers, shoppers, or prospects that help move them toward the marketer’s ultimate goal – transaction.”
With an abundance of supporting case studies including, Walgreens, Ikea, Nike+, Apple, Coca-Cola, Snickers, P&G, Wal-Mart, Charmin, US Navy, Unilever, and more, Rosen and Minsky move readers through their rationale for starting at the point of purchase and working backwards.
Good activation also builds brand. *wipes sweat from creative brow in relief*
Real results depend on leveraging best practices in each channel, but more importantly, on connecting media channels programmatically to the greatest effect. (Do you know what the shopper team is doing? CRM? Events? PR? You should.)
Briefing must start earlier, be much more comprehensive, and address true opportunities and obstacles to purchase. You need the right people in the process, and they may not be the usual suspects.
Your activation foundation, consisting of technology partners, project management, and a robust data science practice, exists to connect media programmatically to greatest effect.
Best of all, The Activation Imperative isn’t a work of theory. Rosen & Minsky leave readers with an actionable plan for creating the 4 briefs they believe will help any company approach brand activation most effectively and even provide a master brief template readers can replicate for themselves.
“The time has come to not simply shift the conversation, but also our approaches and actions, to recognize and unlock the full power of a diverse marketing landscape to activate brands, activate consumers, and ultimately, activate behaviors.” - William Rosen & Laurence Minsky
The Activation Imperative is a good, fast read that will have you taking a step back to re-examine your process so you can surge forward with more thoughtfully planned programs that build brand and activate real, living, breathing people, with unique needs, at all stages of the broken, non-linear funnel to purchase. All thumbs up.
As an advertising professional just beginning my career, I can say with confidence that this book is a must read for anyone who wants to learn how to be an effective marketer, while also learning how to think strategically and practically.