Description
Book SynopsisHow can marketers navigate the growing array of marketing specialties, media options, and data sources? How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers and actually deliver results? In The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating them—from 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 world’s most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today’s increasingly fragmented marketing landscape to more efficiently build their brands and their business.
Trade ReviewBranding 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
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 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
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
Rosen and Minsky have written a must-read primer for marketing professionals. Anyone who aspires to master versatile and creative tactical marketing strategies and the strategic framework of thinking in a customer-centric and ever-changing marketplace should read this book. -- Jenna Massey, Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University
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
The Activation Imperative belongs in the hands of marketing students and educators alike. The information on digital marketing and social media is timely and provides a thorough perspective on marketing and brand management. -- David Aron, Brennan School of Business, Dominican University
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 the antidote to marketing fragmentation. Rosen and Minsky provide a strategic blueprint for consumer-centric marketing by starting at the end of the purchase cycle. They not only present a sound system but also back it up with real-life case studies and examples from new and traditional media. This book addresses the real problem of bringing new marketing specialists together with a renewed call for strategic unity. -- Keith A. Quesenberry, Messiah College; author of Social Media Strategy: Marketing and Advertising in the Consumer Revolution
Table of ContentsAcknowledgments Foreword by Rory Sutherland, Vice- Vice-Chairman, Ogilvy & Mather Group UK Preface Chapter 1: AIM for Greater ROI: The Activation Imperative Method Chapter 2: Ready, Set, AIM Chapter 3: Broadcast, Billboards, Branding, and More Chapter 4: Start with the Shopper (Marketing) Chapter 5: Connecting with Digital, Social, and Mobile Chapter 6: Come and Get It: Content & In-Bound Marketing Chapter 7: The Importance of Being Direct (Database & CRM, Too) Chapter 8: Join Us: The World of Participation & Promotion Marketing Chapter 9: Are You Experiential? Chapter 10: Now a Word from Your Sponsor(ships) Chapter 11: Build Your Relationship(s) with PR & Brand Journalism Chapter 12: AIM for Optimal Activation About the Authors Index
