Activation Imperative

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 them—from simply projecting what a brand is to optimizing what it does—to move people closer to transaction.

Drawing on years of research and experience with the world’s 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 today’s 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 today’s increasingly fragmented marketing landscape to more effectively and efficiently build brands and business.

WILLIAM ROSEN is chief executive officer of VSA Partners, one of the world’s 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.