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.
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.
‘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.
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.
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.
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.
Jerry and Catharine provide a guide for dealing with turbulent market forces and a framework for how to take action.
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.
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.
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.
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.
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.
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.
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.
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.
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.
For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.
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,
