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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
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
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Seitenzahl: 477
Veröffentlichungsjahr: 2016
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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?
Insights for the Entire Organization
Inspiration and Insights for All
Part I: The Motivation for Change
Chapter 1: The Five Forces Driving the Need for Change
This Chapter Is about Inspiring You to Go Beyond Advertising. Why?
Key Takeaways
Chapter 2: Challenging Entrenched Mindsets about “Advertising”
The Power and Potential of Mental Models
Take a Moment: Your Current Mental Model of Advertising
The Foundations of Mental Models “Beyond Advertising”
Corporate Leadership
Agency Innovators
The Next Generation
Toward a New Vocabulary: A New Talk and a New Walk
Key Takeaways
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
More and More Ways to Connect
Empirical Evidence of the Influence of All Touchpoints
A Seamless Experience
Key Takeaways
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
Multisensory Aesthetic
Audience and Individual's Frame of Mind
Delivery Mechanism, Interface, and Platform
Environment and Location
Synergy
Key Takeaways
Part III: What to Do Now to Get Ready for—and Co-create—the Future
Chapter 7: Embrace Adaptive Experimentation
How Experimentation Leads to Answers and Innovations
Seven Benefits of Adaptive Experimentation
How to Implement Adaptive Experimentation
Developing and Implementing the Experimental Design
Adaptive Experimentation in All Touchpoint Value Creation
The Ethics of Experimentation
Key Takeaways
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 2: Advertising 2020 Contributors: Countries
Appendix 2: Advertising 2020 Contributors: Organizations (Former and Current)
Appendix 3: WFoA Global Advisory Board
Appendix 4: Planning and Conducting an Experiment
References
Index
End User License Agreement
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Guide
Cover
Table of Contents
Begin Reading
List of Illustrations
Part I: The Motivation for Change
Figure I.1 The Five Forces of Change and Opportunity
Figure I.2 Challenge Entrenched Mental Models
Chapter 1: The Five Forces Driving the Need for Change
Figure 1.1 The Five Forces of Change to Motivate and Enable
Figure 1.2 The Super Pod Envisioned by Ruth Lim and Kai Hui Tan
Figure 1.3 Beyond Advertising in Action: Five Forces of Change and Opportunity
Chapter 2: Challenging Entrenched Mindsets about “Advertising”
Figure 2.1a Advertising Is
Figure 2.1b What could/should they be?
Figure 2.2 Challenge Entrenched Mental Models
Figure 2.3 Toward a New “Beyond Advertising” Vocabulary
Figure 2.4 Beyond Advertising in Action: Challenge Your Mental Models
Part II: Toward a New Model Beyond Advertising
Figure II.1 The All Touchpoint Value Creation Model
Figure II.2 The R.A.V.E.S. Content Guidelines
Figure II.3 The M.A.D.E.
s
Guidelines for Advertising of the Future
Figure II.4 Make Things People Want > Make People Want Things
Chapter 3: Aligning for Win-Win-Win Impact
Figure 3.1 Aligned Objectives for Multi-win Outcomes
Figure 3.2 New Roles to Frame a New Future
Figure 3.3 Beyond Advertising in Action: Seek Triple Win Outcomes
Chapter 4: Orchestrating Value Creation across All Touchpoints
Figure 4.1 A Sampling of Touchpoints
Figure 4.2 Findings from Keller Fay Group's TalkTrack – Average Across All Categories
Figure 4.3 Findings from Keller Fay Group's TalkTrack by Category – Part I
Figure 4.4 Findings from Keller Fay Group's TalkTrack by Category – Part II
Figure 4.5 Beyond Advertising in Action: Orchestrate All Touchpoints
Chapter 5: New Guidelines for Desired Content: R.A.V.E.S.
Figure 5.1 R.A.V.E.S. Content Guidelines
Figure 5.2 Alex Hall, Adspotting
Figure 5.3 Beyond Advertising in Action: The R.A.V.E.S. Content Principles
Chapter 6: The Expanded Power of Context: M.A.D.E.s
Figure 6.1 The M.A.D.E.
S
Guidelines for Context
Figure 6.2 Beyond Advertising in Action: M.A.D.E.
s
Context Principles
Part III: What to Do Now to Get Ready for—and Co-create—the Future
Figure III.1 Update and Expand Mindsets and Capabilities
Figure III.2 The Beyond Advertising Roadmap: Creating Value through All Touchpoints Model
Chapter 7: Embrace Adaptive Experimentation
Figure 7.1 Contrast in Insights
Figure 7.2 Latin Square Design with Three Dimensions at Three Levels
Figure 7.3 Seven Benefits of Adaptive Experimentation
Figure 7.4 The Three Innovation Horizons
Figure 7.5 Beyond Advertising in Action: The Experiment Imperative
Chapter 8: Leverage Organizational Architecture
Figure 8.1 Levers of Organizational Change
Figure 8.2 Beyond Advertising Culture and Values
Figure 8.3 Value Creation Process
Figure 8.4 Best In Class Network Orchestrators) Source: Korn Ferry, 2015
Figure 8.5 Beyond Advertising in Action: Leverage Organizational Architecture
Chapter 9: Transcend Silos and Barriers
Figure 9.1 The Deadly Dozen Silos
Figure 9.2 Network Orchestrators Lead the Pack on Price-to-Revenue
Figure 9.3 Six Key Elements of Network Orchestration
Figure 9.4 Beyond Advertising in Action: Explore New Business Models
BeyondAdvertising
Creating ValueThrough All Customer Touchpoints
Yoram (Jerry) Wind, Catharine Findiesen Hays, and The Wharton Future of Advertising Innovation Network
Why Beyond Advertising is a Must-Read for CEOs, C-level Executives and Change Agents
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 we experience brands, companies, people in our social spheres of influence, the media, and the incredible power of predictive data.”
— Jim Speros, EVP, Corporate Communications Services, Fidelity Investments
Beyond Advertising
sets the scene and provides valuable practical help for all in the industry who are grappling with the challenges ahead.
— Kate Sirkin, President, Global Digital, Data and Analytics, SMV Group
A comprehensive and diverse look at a world where what we used to call advertising is evolving into something far more personal & ubiquitous. You may not like it, but you'd better be ready for it.
— Chuck Porter, Chairman, CP+B
The book is enriched with easy to understand frameworks and many examples. The authors stress the importance of storytelling and use it through the book to illustrate the key points, making this an easy to follow primer for anyone in the marketing space who wishes to have a chance to stay ahead of the technological waves confronting us.
— Saul Berman, Chief Strategist, VP & Interactive Experience Partner, IBM
What we are experiencing now is arguably the biggest change in the history of advertising and marketing. This book offers a superb guide to the changes every marketing practitioner, every advertising/PR professional, and of course every CXO needs to understand.
— Akihiko Kubo, Chairman, Group Representative, Ogilvy & Mather Japan
Finally, a comprehensive view into the future of how brands will grow. The Wharton Future of Advertising Program has already been tremendously influential in the industry, and this book synthesizes years of learning into an enjoyable and immensely valuable read.
— Barry Wacksman, Global Chief Strategy Officer, R/GA
Virtually all aspects of consumer behavior that are important to businesses are being impacted, causing companies to have to rethink their entire approach to marketing. Fortunately, a roadmap needed to safely navigate a seemingly ever-changing and challenging new terrain is contained in this truly impressive book.
— Gian Fulgoni, Co-Founder & Chairman Emeritus, comScore
For the first time Jerry Wind and team tell us why and how we must change our mental models to see the future of what we used to know as marketing. They make sense of all the digital changes and provide a holistic framework to enable future marketers to redefine their role and see how they can be successful in the future.
— Shelly Palmer, Managing Director, Digital Media Group, Landmark|Shelly Palmer
As our industry's pace of change accelerates, this book provides a terrific road map for embracing the myriad opportunities ahead.
— David Moore, Chairman, Xaxis; President, WPP Digital
In the middle of the media industry's greatest crisis since Gutenberg put all the scribes out of business, Wharton's Jerry Wind and Catharine Hays have written the best marketing book of the decade, analyzing the serious problems of the ad business and, more impressively, explaining how to fix them.
— Kirk Cheyfitz, Co-CEO & Chief Storyteller, Story Worldwide
Change is happening all around us, and both the complexity and pace of change are accelerating. For those of us on this Advertising journey it is well worth getting the advice and guidance of a sage like Jerry, a strategist like Catharine, and from 200 thoughtful fellow travelers.
— Phil Cowdell, CEO, Mediacom North America
This book will force you to rethink the way you run your company, how you motivate and energize your work force to take risks and change process, and most importantly how to ensure that you are connecting with this new generation of consumers that are used to getting things when they want and the way they want.
— Steven Rosenblatt, Chief Revenue Officer, Foursquare
What a breath of fresh air! This book isn't a warning to advertisers to adapt or die, but rather a confident and optimistic overview of the growing opportunities and diversity within the industry.
— Cheryl Burgess, CEO & CMO, Blue Focus Marketing
With the rise of digital democracy the advertising industry has been lost. Fortunately, there's a new day dawning with
Beyond Advertising
. It's a map for the future.
— John Winsor, CEO, Victors & Spoils
Beyond Advertising
is a much overdue, clear-eyed look at how advertising is being disrupted and how our industry can avoid getting Ubered. The insights constitute a hard-nosed playbook for the new brand-customer relationship.
— Kip Voytek, CEO, Rumble Fox
In
Beyond Advertising,
authors Jerry Wind, Catharine Hays, and the rest of the Wharton team don't merely offer us a vision of the bright future awaiting us; they also lay out a clear and actionable path on how to get there.
— Mark Burgess, President, Blue Focus Marketing
Advertising and marketing is in a state of chaos and everyone knows it.
Beyond Advertising
lays out the primary obstacles to transforming organizations and marketing practices but more importantly, the book's prescription is visionary and yet practical.
— Richard Smith, VP Digital Agency Partnerships, Kitewheel
Jerry Wind and Catharine Hays of the Wharton Future of Advertising Program have found the pathway to the future of marketing in their new book,
Beyond Advertising:
find out what now are the secrets and the winning strategy when devising breakout marketing plans.
— Scott Goodson, CEO & Founder, StrawberryFrog
Marketing as we know it comes to an end. But as always: the end is a new beginning as well. And this books is THE resource to understand how the future of Marketing, beyond advertising, will be and how we all can tackle it.
— Martin Nitsche, Managing Partner, Solveta GmbH; President, DDV
Building a brand that tells its story in every touchpoint authentically is a new art and science. This book provides a very good framework to go about it.
— Georgia Garinois-Melenikiotou, SVP, Corporate Marketing, Estée Lauder
‘We've always done it that way' is the most dangerous phrase in any language. Jerry Wind and Catharine Hays provide a roadmap into the future to help marketers (and agencies) change from selling to serving and creating meaningful relationships with brands.
— Lisa Colantuono, Co-President, AAR Partners
No other moment in history has produced such remarkable times in a rapidly changing world. Whether you're charting a new course or growing what you have in the pages that unfold ideas are shared, objectives are set and future strategies are discovered that will get the reader excited around something new with many iterations.
— Dean Crutchfield, Advisor, Amy J Wiener LLC
This is the most profound and comprehensive book explaining how the role of an advertiser has fundamentally changed, and explaining in detail how to define a brand's purpose and relevancy, create content, engage with people, interact through all media, shifting from hard sell to shared values, to create bonding experiences and long-term relationship equity.
— Bill Harvey, Co-Founder & Strategic Advisor, TRA
In this important and timely book, Professor Jerry Wind and Executive Director Catharine Hays document why and how the future of advertising is beyond advertising to encompass all aspects of customers' interactions with companies.
— Earl Taylor, CMO, Marketing Science Institute
Jerry and Catharine provide a guide for dealing with turbulent market forces and a framework for how to take action.
— Brian Shin, Founder & CEO, Visible Measures
It is a must read, providing both valuable global context for the transformative changes challenging business today, while identifying specific actions to capitalize on new opportunities. Foremost among the abundant insights is the recognition that our industry has a huge opportunity to improve and change our world through inspiring purpose-driven initiatives.
— Gillian Graham, CEO, Institute of Communication Agencies, Toronto
What I love about
Beyond Advertising
is the profoundly pragmatic and actionable nature of the findings. Technology has allowed the world to see all the fractures in a brand's construction. This text gives marketers a way to heal those fractures, not just photoshop the x-ray.
— MT Carney, CEO & Founding Partner, Untitled Worldwide
Beyond Advertising
presents a compelling call to action for marketers to lead the way in identifying emerging dynamics and effectively engage the public in adaptive and innovative ways in order to create sustainable success.
— Bob Kantor, Chief Marketing & Business Development Officer, MDC Partners
Part masterclass, part meditation, and all meaningful,
Beyond Advertising
distills the collective wisdom from hundreds of marketing professionals comprising thousands of years of experience into clean and compelling action plans for the next generation of marketers.
— Eric Porres, CMO, Sailthru
In a world where technology changes fast and provides even faster opportunities for disruption, advertising and brands have come full-circle, entering a new, more personal era that seeks to re-imagine, re-engage and re-envision intrinsic value to each person. This book demonstrates the fundamental need for every business to work cohesively across all functions in order to establish value at every touchpoint.
— Sandy Howe, SVP of Marketing, ARRIS
In clear and vivid form, and by relying on experts from each discipline, authors Wind and Hays provides a much needed contribution to facilitate not only understanding and insights in these times, but also what may be considered a much needed safe harbor and common reference for ongoing and future change in advertising and marketing.
— Thomas Ramsøy, CEO & Founder, Neurons Inc.
The simultaneous forces of increased globalization, localization, and personalization now buffet our business landscape. This book is about the need for dramatic new mindsets. This new approach must be required reading.
— Larry Light, CEO, Arcature
Finally a book that examines the true depth and breadth of change affecting all organizations through the lens of communications! Catharine and Jerry have beautifully articulated that reaching people now requires holistic thinking and elastic structures.
— Michael Lebowitz, Founder & CEO, Big Spaceship
This book is printed on acid-freepaper.
Copyright ©2016 by Yoram Wind and Catharine Findiesen Hays. All rights reserved
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, orotherwise, except as permitted under Section 107 or 108 of the 1976 United StatesCopyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained here in may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising here from.
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Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versionsofthisbookmaynotbeincludedine-booksorinprint-on-demand.If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wileyproducts, visit www.wiley.com.
Library of Congress Cataloging-in-Publication Data
Names: Wind, Yoram, author. | Hays, Catharine, 1958- author.
Title: Beyond advertising : reaching customers through every touchpoint / Jerry Wind and Catharine Hays.
Description: Second edition. | Hoboken : Wiley, 2015. | Includes
bibliographical references and index.
Identifiers: LCCN 2015036808 (print) | LCCN 2015043750 (ebook) | ISBN 9781119074229 (hardback : alk. paper) | ISBN 9781119074205 (pdf) | ISBN 9781119074090 (epub)
Subjects: LCSH: Advertising. | Communication in marketing. | Customer relations. | BISAC: BUSINESS & ECONOMICS / Customer Relations.
Classification: LCC HF5823 .W546 2015 (print) | LCC HF5823 (ebook) | DDC 659.1—dc23
LC record available at http://lccn.loc.gov/2015036808
Cover image: © iStock.com
Interior book design: Poulin + Morris
For
John, Lee, Mark, Gavi, and Barbara
For
Olivia and Lizzy
And to our inspirational
collaborators, colleagues, friends, and loved ones
Acknowledgements
This book represents a milestone in a years-long collaborative process, both between us as co-founders of the Wharton Future of Advertising (WFoA) Program, as well as with all those who have helped develop, participate in, and contribute to the projects, initiatives, and gatherings reflected in these pages.
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
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Lesen Sie weiter in der vollständigen Ausgabe!
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Lesen Sie weiter in der vollständigen Ausgabe!
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