Beyond Advertising

Beyond Advertising
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288
By:"Yoram (Jerry) Wind","Catharine Findiesen Hays"
"Business & Economics"
Published on 2016-02-05 by John Wiley & Sons

—\u003cb\u003eZain Raj\u003c/b\u003e, Chairman and CEO, Shapiro + Raj (2012) In addition to the question, \u003cbr\u003e\nWhat could/should advertising look like in the future? we asked a second \u003cbr\u003e\nquestion of our Advertising 2020 contributors: What do we need to do now to get \u003cbr\u003e\nready ...

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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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