Brand Shift

The Future of Brands and Marketing

by David Houle & Owen Shapiro

This title was previously available on NetGalley and is now archived.

Buy on Amazon Buy on BN.com Buy on Bookshop.org

*This page contains affiliate links, so we may earn a small commission when you make a purchase through links on our site at no additional cost to you.

Pub Date Sep 01 2014 | Archive Date Jan 28 2015

Smith Publicity

Business, Leadership, Finance | Nonfiction (Adult)

Description

Brands have been an integral part of human society – since long distance trade emerged roughly 6,000-8,000 years ago in Mesopotamia – and are likely to remain an important part of our society despite, and in some cases because, of dramatic changes like capitalism and modern communications. Particularly, each wave of change in communication technology – newspapers, radio, TV, Internet – has impacted how brands and consumers relate.

However, each successive wave of technological change is getting shorter and shorter. The most recent wave of changes – social media and mobile technology – are expected to only last 5 to 10 years, meaning they will be eclipsed sometime between 2015 and 2020. For brands to successful adapt to this new environment, they need to first recognize these changing realities…and fast.

Brand Shift: The Future of Brands and Marketing delivers a powerful and persuasive look at how cultural change and accelerating technological advancement will affect brands and marketing in the years ahead. Through a fascinating study of the history of brands and a detailed, cogent analysis of current trends, the authors unveil a compelling forecast of how brand marketers will need to meet the novel demands of branding in the 21st century.

Brands have been an integral part of human society – since long distance trade emerged roughly 6,000-8,000 years ago in Mesopotamia – and are likely to remain an important part of our society...

A Note From the Publisher

Author is available for interviews, blog tours, autographed book giveaways, contests, and book club discussions.

Advance Praise

“There are many books on how to build brands in the 20th century. This is the first to show what it will take to build successful brands in the 21st century.”
-Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University

“I loved “Brand Shift”! It provides an insightful look into the future of how brands will be marketed. Houle and Shapiro address the trends and challenges marketing professionals will face in the future and offer clear concepts and strategies to ensure that CMOs can succeed in the years ahead. I finally have a clearer view of where to go!” -Ann Rhoades, President People Ink, Founding Executive Jet Blue and Former Executive, Southwest Airlines

“By offering a thorough understanding of the history of brands and how technology, artificial intelligence, and Big Data will influence marketing trends, Houle and Shapiro deliver a compelling strategy for navigating the inevitable global shifts already challenging marketing professionals.” -Scott Meadow, Professor of Entrepreneurship at University of Chicago Booth School of Business

“I’ve known David Houle since he was part of our team at MTV as we re-invented how brands connected to consumers in that era. Today, as media continues to evolve and brands are seeking to effectively connect with consumers wherever they are, on multiple platforms and devices, Houle and his co-author Shapiro are helping marketers understand how to make those connections now.” -Robert Pittman, Chairman and CEO of Clear Channel Communications

Marketing Plan

DAVID HOULE is a futurist, thinker, and speaker and spent more than 20 years in media and entertainment. In addition to his work at NBC and CBS, he was part of the senior executive team that created and launched MTV, Nickelodeon, VH1, and CNN Headline News. Houle has received a number of awards including two Emmys, the prestigious George Foster Peabody award, and the Heartland award for “Hank Aaron: Chasing the Dream.” He was also nominated for an Academy Award. He is the Futurist in Residence at the Ringling College of Art + Design.

Houle has delivered some 600 speeches on six continents and twelve countries. He is often called “the CEOs’ Futurist” having spoken to or advised 2,500+ CEOs and business owners in the past seven years. Brand Shift is his sixth book.

OWEN SHAPIRO has always been fascinated with how people ‘make up their minds,’ which has lead him to pursue a diverse range of research and discovery projects both in academics and in business. Shapiro is a market researcher, strategist and speaker and spent more than 30 years in customer insights and market strategy. He has a career-long interest in helping launch innovative start-up companies, several of which have become well-known brands, including Staples, PetSmart, Sports Authority, Ulta and Five Below, and some that are just starting their journeys.

Shapiro is a guest presenter at the University of Chicago, where he received his MA and MBA – drawing on his combination of real-world experience with clients, his training in social science theory and his grounding in research methods.