Beyond Advertising. Hays Catharine Findiesen

SVP, Corporate Marketing, Estée Lauder

      ‘We've always done it that way' is the most dangerous phrase in any language. Jerry Wind and Catharine Hays provide a roadmap into the future to help marketers (and agencies) change from selling to serving and creating meaningful relationships with brands.

– Lisa Colantuono, Co-President, AAR Partners

      No other moment in history has produced such remarkable times in a rapidly changing world. Whether you're charting a new course or growing what you have in the pages that unfold ideas are shared, objectives are set and future strategies are discovered that will get the reader excited around something new with many iterations.

– Dean Crutchfield, Advisor, Amy J Wiener LLC

      This is the most profound and comprehensive book explaining how the role of an advertiser has fundamentally changed, and explaining in detail how to define a brand's purpose and relevancy, create content, engage with people, interact through all media, shifting from hard sell to shared values, to create bonding experiences and long-term relationship equity.

– Bill Harvey, Co-Founder & Strategic Advisor, TRA

      In this important and timely book, Professor Jerry Wind and Executive Director Catharine Hays document why and how the future of advertising is beyond advertising to encompass all aspects of customers' interactions with companies.

– Earl Taylor, CMO, Marketing Science Institute

      Jerry and Catharine provide a guide for dealing with turbulent market forces and a framework for how to take action.

– Brian Shin, Founder & CEO, Visible Measures

      It is a must read, providing both valuable global context for the transformative changes challenging business today, while identifying specific actions to capitalize on new opportunities. Foremost among the abundant insights is the recognition that our industry has a huge opportunity to improve and change our world through inspiring purpose-driven initiatives.

– Gillian Graham, CEO, Institute of Communication Agencies, Toronto

      What I love about Beyond Advertising is the profoundly pragmatic and actionable nature of the findings. Technology has allowed the world to see all the fractures in a brand's construction. This text gives marketers a way to heal those fractures, not just photoshop the x-ray.

– MT Carney, CEO & Founding Partner, Untitled Worldwide

      Beyond Advertising presents a compelling call to action for marketers to lead the way in identifying emerging dynamics and effectively engage the public in adaptive and innovative ways in order to create sustainable success.

– Bob Kantor, Chief Marketing & Business Development Officer, MDC Partners

      Part masterclass, part meditation, and all meaningful, Beyond Advertising distills the collective wisdom from hundreds of marketing professionals comprising thousands of years of experience into clean and compelling action plans for the next generation of marketers.

– Eric Porres, CMO, Sailthru

      In a world where technology changes fast and provides even faster opportunities for disruption, advertising and brands have come full-circle, entering a new, more personal era that seeks to re-imagine, re-engage and re-envision intrinsic value to each person. This book demonstrates the fundamental need for every business to work cohesively across all functions in order to establish value at every touchpoint.

– Sandy Howe, SVP of Marketing, ARRIS

      In clear and vivid form, and by relying on experts from each discipline, authors Wind and Hays provides a much needed contribution to facilitate not only understanding and insights in these times, but also what may be considered a much needed safe harbor and common reference for ongoing and future change in advertising and marketing.

– Thomas Ramsøy, CEO & Founder, Neurons Inc.

      The simultaneous forces of increased globalization, localization, and personalization now buffet our business landscape. This book is about the need for dramatic new mindsets. This new approach must be required reading.

– Larry Light, CEO, Arcature

      Finally a book that examines the true depth and breadth of change affecting all organizations through the lens of communications! Catharine and Jerry have beautifully articulated that reaching people now requires holistic thinking and elastic structures.

– Michael Lebowitz, Founder & CEO, Big Spaceship

      This book is printed on acid-freepaper.

      Copyright ©2016 by Yoram Wind and Catharine Findiesen Hays. All rights reserved

      Published by John Wiley & Sons, Inc., Hoboken, New Jersey

      Published simultaneously in Canada

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      Library of Congress Cataloging-in-Publication Data

      Names: Wind, Yoram, author. | Hays, Catharine, 1958- author.

      Title: Beyond advertising: reaching customers through every touchpoint / Jerry Wind and Catharine Hays.

      Description: Second edition. | Hoboken: Wiley, 2015. | Includes bibliographical references and index.

      Identifiers: LCCN 2015036808 (print) | LCCN 2015043750 (ebook) | ISBN 9781119074229 (hardback: alk. paper) | ISBN 9781119074205 (pdf) | ISBN 9781119074090 (epub)

      Subjects: LCSH: Advertising. | Communication in marketing. | Customer relations. | BISAC: BUSINESS & ECONOMICS / Customer Relations.

      Classification: LCC HF5823 .W546 2015 (print) | LCC HF5823 (ebook) | DDC 659.1 – dc23

      LC record available at http://lccn.loc.gov/2015036808

      Cover image: © iStock.com

      Interior book design: Poulin + Morris

      For

      John,