The Activation Imperative:

How to Build Brands and Business by Inspiring Action

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.

 

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.

“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

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.

Amazon's #1 New Release in Business Marketing

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

don’t 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

Rosen and Minsky present an antidote to marketing fragmentation that provides a strategic blueprint for consumer centric marketing by starting at the end of the purchase cycle. They not only present a sound system but back it up with real life case studies and examples throughout. This useful guide helps bridge new and traditional marketing together and brings specialties such as shopper marketing, mobile and data scientists into mainstream marketing integration. Marketing today is about specialists, but someone must still be driving the overall strategic thinking. This book addresses the real problem of bringing all the new marketing specialists together with a renewed call for strategic generalists, which I think is dead on. In the end, The Activation Imperative delivers a smart strategic method that is really needed today!

 

- Keith Quesenberry, Assistant Professor of Marketing at Messiah College & Author; author of

Social Media Strategy: Marketing and Advertising in the Consumer Revolution

William Rosen is chief executive officer of VSA Partners, the design-driven branding, marketing and technology firm known for its leading-edge work on behalf of clients including AB InBev, Google, Nike, Kimberly-Clark, Beam Suntory, IBM and McDonald’s. Prior to beginning his engagement with VSA Partners, William was president and chief creative officer of North America for Arc Worldwide, the global marketing company and part of Leo Burnett Worldwide and the Publicis Group. He led digital, direct/CRM, promotion and shopper/retail marketing for clients including McDonald’s, Procter & Gamble, Coca-Cola, Nestlé, Purina, Comcast, Walgreens, United Airlines, Whirlpool and MillerCoors.

 

Widely recognized as a leader in cross-channel marketing, William has been honored more than 300 times with major creative awards and rankings around the world including “Best New Media,” “Best Multidiscipline Campaign,” several “Best in Show” awards, and three Lions at the Cannes International Advertising Festival.

 

Since 2011, William’s work for MillerCoors, Procter & Gamble, Symantec, Walgreens, Kimberly-Clark and others has received 14 Effie Awards, the industry’s most prestigious prize for effectiveness. His work for Walgreens was honored with the MAA Worldwide Globes “Best of the Best in the World,” as well as the Oracle World Retail Award’s “Retail Advertising Campaign of the Year.”

 

William served as president of the jury at the Cannes Lions International Advertising Festival, as well as the Spikes Asia Advertising Festival, and has served on juries for the Clio Awards, the Effie Awards, the London International Advertising Awards and numerous other leading industry award shows.

Laurence Minsky is recognized in both professional and academic circles for his strategic and creative leadership and his broad-reaching industry expertise in brand development, brand advertising, brand activation, and many of its subspecialties, as well as developing effective cross-channel solutions that boost marketing ROI. He currently serves as an associate professor in the Department of Communication and Media Innovation of the School of Media Arts at Columbia College Chicago and as a consultant for leading agencies, corporations, and nonprofits across the globe.

 

Laurence is the executive editor of The Get A Job Workshop: How to Find Your Way to a Creative Career in Advertising, Branding, Collateral, Digital, Experiential & More; the author of How to Succeed in Advertising When All You Have Is Talent Second Edition; and a coauthor of Advertising and the Business of Brands (Media Revolution Edition). As an industry thought-leader, he has been published by the Harvard Business Review, MarketingProfs, and the Data-Driven Marketing Network, and has been quoted in the New York Times, Chicago Tribune, Chicago Sun-Times, San Diego Union Tribune, Exame (Brazil’s largest business and economics magazine), and Crain’s Chicago Business, among many others.

 

His agency experience includes a tenure at Frankel (now Arc Worldwide) and engagements with more than 25 other agencies as a consultant. An award-winning creative with more than 125 industry accolades to date, he has served on the juries of many leading industry award shows and is a long-standing member of the One Club for Art and Copy and the American Academy of Advertising.

Authors

Reviews

From the Cannes Lions International Festival of Creativity to the National Association of Broadcasters, William Rosen and Laurence Minsky have been featured speakers at some of the world’s preeminent business and marketing events.

 

To find out how to have them speak at your event, contact us today.

Speaking

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.

 

To find out how to receive personalized, one-to-one assistance implementing the Activation Imperative Method for your brand and business opportunities, contact us today.

Implementation

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