The Activation Imperative: How to Build Brands and Business by Inspiring Action

(Hardback)

Available Formats

Publishing Details

Classifications

Physical Properties

Description

How can marketers navigate the growing array of marketing specialties, multiplying media options and data sources, 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 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 themfrom simply projecting what a brand is to optimizing what it doesto 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 and creative 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.

Reviews

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
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 todays accelerating pace of technological change. It is as valuable to todays 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 dont want to miss! -- Rick Mathieson, author of Branding Unbound and The On-Demand Brand
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
Inour recent groundbreaking study,the Association of National Advertisers found that spending onbrand activation will top $740 billion by 2020,more than twice as much as advertising.Im glad to finally see a book likeThe Activation Imperativethat 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

Author Bio

WILLIAM ROSEN is chief executive officer of VSA Partners, one of the worlds preeminent branding and marketing firms, and former president and chief creative officer of North America at Arc Worldwide, the global marketing company of Leo Burnett Worldwide. Widely recognized as a leader in cross-channel marketing and branding, he has been honored with hundreds of awards around the world and served as president of the jury at the Cannes Lions International Festival of Creativity. LAURENCE MINSKY is associate professor of advertising, Columbia College Chicago, and author or coauthor of numerous books, including Audio Branding: Using Sounds to Build Your Brand and How to Succeed in Advertising When All You Have Is Talent. He is also an award-winning creative director, copywriter, marketing strategist, and consultant focused on creating innovative and effective cross-discipline marketing solutions for such client as Amazon, United Airlines, AARP, and others.