Beyond Advertising: Creating Value Through All Customer Touchpoints

Why Do CEOs Recommend Beyond Advertising?

"If you need to convince others that it is time for a fresh look at the role Marketing should play in your company, hand out this book."
David C. Edelman, Global Co–Leader, McKinsey Digital, Marketing and Sales

"This book is a must–read for anyone who wants to be effective in reaching, influencing, and creating value. I think this book will be a milestone in the history of marketing communication."
Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

"This is a compelling and necessary resource for any company executive seeking to understand our changed media environment and the implications of unprecedented consumer control of brands. With a call to rethink both organizational structure and process as well as the very definition of advertising, this book provides a valuable new construct for success."
Jennifer Rooney, CMO Network Editor, Forbes

"Beyond Advertising is not about advertising at all, it is about the way that the economy, business, society, and culture now work in a connected digital world. It gives tools and frameworks to help people and businesses succeed by looking at all the touchpoints that now exist, and most importantly how they create new value as an interconnected, interdependent, and transparent system."
Nigel Morris, CEO, Dentsu Aegis Network Americas & EMEA

"The world of marketing is moving from Marketing To Consumers > Marketing For People > Mattering To People. As a result, the rules of brand building are being rewritten every day. This book challenges entrenched mental models, provides a great framework for developing new ones, and provides a road map for reimagining the world of marketing."
Stan Sthanunathan, Sr. Vice President, Consumer and Market Insights, Unilever

"Beyond Advertising should be one of the go–to resources in the modern advertiser′s toolkit. The diversity of opinion and insight presented throughout the project will force you to broaden your understanding of advertising and think critically and strategically about our industry′s future and how to prepare your brand for it."
Gustavo Martinez, Worldwide Chairman and CEO, JWT

Preface: Who Should Read This Book?

Part I Overview: The Motivation for Change and the Necessity for Challenging Current Mental Models

Chapter 1: The Five Forces Driving the Need for Change, and the Enablers to Do So

Chapter 2: It s All in Your Head: Challenging Entrenched Mindsets about Advertising

Part II Overview: A New Model of Advertising

Chapter 3: Orchestrating Value Creation across ALL Touchpoints

Chapter 4: Aligning Individuals, Organizations, and Society through Authentic and Compelling Brand Purpose and Initiatives for Win–Win–Win Impact

Chapter 5: Making the Substance of Each Touchpoint, and Touchpoint Journey, RAVES

Chapter 6: Designing Touchpoints to Leverage the Expanded Power of Context: MADEs

Part III: What to Do Now to Get Ready For And Co–Create The Future

Chapter 7 Embrace a Culture of Adaptive Experimentation

Chapter 8:  Leverage All Aspects of the Organizational Architecture to Effect Change or Start Fresh

Chapter 9: Transcend Silos and Barriers with Aligned Objectives, Open Innovation, Network Activation and Network Orchestration

Chapter 10: A Global Movement From and Beyond Advertising toward a More Desirable Future

Appendix One

The Backstory: The Wharton FoA Program and the Advertising 2020 Project

Appendix Two: Planning and Conducting an Experiment

Appendix Three: Example Worksheet

Appendix 4: Advertising 2020 Collaborators

Bibliography