Beyond Advertising

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.