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Beyond Advertising: Creating Value Through All Customer Touchpoints



Beyond Advertising: Creating Value Through All Customer Touchpoints

Yoram (Jerry) Wind, Catharine Findiesen Hays

ISBN: 978-1-119-07409-0 February 2016 288 Pages


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

Acknowledgements xv

Preface: Who Should Read This Book? xxi

Part I: The Motivation for Change 1

Chapter 1: The Five Forces Driving the Need for Change 5

Chapter 2: Challenging Entrenched Mindsets about “Advertising” 25

Part II: Toward a New Model Beyond Advertising 45

Chapter 3: Aligning for Win-Win-Win Impact 51

Chapter 4: Orchestrating Value Creation across All Touchpoints 73

Chapter 5: New Guidelines for Desired Content: R.A.V.E.S. 85

Chapter 6: The Expanded Power of Context: M.A.D.E.s 109

Part III: What to Do Now to Get Ready for—and Co-create—the Future 125

Chapter 7: Embrace Adaptive Experimentation 131

Chapter 8: Leverage Organizational Architecture 147

Chapter 9: Transcend Silos and Barriers 173

Chapter 10: A Global Movement toward a More Desirable Future 193

Appendix 1: The Backstory The Wharton Future of Advertising

Program and the Advertising 2020 Project 197

Appendix 2: Advertising 2020 Contributors 203

Appendix 3: WFoA Global Advisory Board 215

Appendix 4: Planning and Conducting an Experiment 219

References 223

Index 237