Future-Ready Brand How the World's Most Influential CMOs are Navigating Societal Forces and Emerging Technologies
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MITCH DUCKLER is the author of The Indispensable Brand and The Future-Ready Brand, and is managing partner of FullSurge, a brand and marketing strategy consultancy based in Chicago. With three decades of line management and consulting experience in brand marketing, he has led engagements for the top Global 1,000 companies and is a frequent speaker on emerging topics in brand marketing. GUY KAWASAKI is the chief evangelist of Canva and the creator of Guy Kawasaki’s Remarkable People podcast. He is an executive fellow of the Haas School of Business (UC Berkeley), and adjunct professor of the University of New South Wales. He was the chief evangelist of Apple and a trustee of the Wikimedia Foundation. He has written Wise Guy, The Art of the Start 2.0, The Art of Social Media, Enchantment, and eleven other books. Kawasaki has a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College.In his 2019 book, The Indispensable Brand, Mitch Duckler took major brands to task for the “identity crisis” they faced with so many of them indistinguishable from one another, failing at arguably the most important job of brand management—differentiation. Then he offered a best practices workflow for becoming an indispensable brand and sustaining that brand excellence over time.
Now in The Future-Ready Brand, Duckler looks to a new set of challenges facing the world’s leading brands and turns to the world’s most influential brand officers themselves to find solutions to these challenges. Here Mitch goes one-on-one with over 40 Global 1,000 CMOs to discover how they are navigating the confluence of shifting societal forces and emerging technologies that are impacting how every brand will thrive in the future. Duckler’s book unfolds in three sections…
Section I: SOCIETAL SHIFTS
How Brands Will Need to Be Positioned
1: The Purpose of Brand Purpose
2: Beyond Health…to Wellness
3: The Emergence of Gen Z
Section II: TECHNOLOGY INNOVATIONS
How Brands Will Need to Be Personalized
4: AI and the Personalized Brand Experience
5: XR and Metaverse…a New Definition of “Reality”
6: The (Gradually) Emerging Web3
SECTION III: COMMERCIAL TRENDS
How Brands Will Need to Be Promoted
7: The Fourth Evolution of Content Marketing
8: How Technology Is Perfecting Gamification
9: The Evolving Influence of Influencers
Packed with insights and applications from the CMOs of the world’s most prestigious brands (including Abbott, Accenture, Ally Financial, American Eagle, BMW, Boston Scientific, Canva, CapitalOne, Caterpillar, Coca-Cola, Coty, CVS Health, Danone, Deloitte, Deutsche Telekom, H&R Block, Herbalife, Hilton, IBM, John Hancock, Juniper Networks, Kohler, KPMG, Lagunitas, Lexus, McDonald's, Moderna, New Balance, PepsiCo, Polar, Progressive, PwC, Salesforce, SEE, Sephora, Telefonica, Travelers, Unisys, UPS, UScellular, Wells Fargo, Yum Brands) The Future-Ready Brand is already required reading for every marketer looking to successfully navigate this fast arriving future.
Publisher’s Note
Foreword by Guy Kawasaki
Section I: SOCIETAL SHIFTS
How Brands Will Need to Be Positioned
Chapter 1: The Purpose of Brand Purpose
Chapter 2: Beyond Health to Wellness
Chapter 3: The Emergence of Gen Z
Section II: TECHNOLOGY INNOVATIONS
How Brands Will Need to Be Personalized
Chapter 4: AI and the Personalized Brand Experience
Chapter 5: XR and Metaverse—a New Definition of “Reality”
Chapter 6: The (Gradually) Emerging Web3
SECTION III: COMMERCIAL TRENDS
How Brands Will Need to Be Promoted
Chapter 7: The Fourth Evolution of Content Marketing
Chapter 8: How Technology Is Perfecting Gamification
Chapter 9: The Evolving Influence of Influencers
Conclusion
"Mitch Duckler shows how marketers are a strong business’s best connection to the heartbeat of the consumer, the customer and the client, and how they use data and intelligence today more than ever before. For the marketers looking to build the business of the future, this book has insights that apply to organizations of all sizes—from the start-up to the enterprise. It’s a must-read."
Jill Kramer
Chief Marketing and Communications Officer, Accenture
"With The Future-Ready Brand, Duckler offers leaders an essential and heartfelt guide to leading with culture in mind. You may see yourself in these pages."
Tariq Hassan
Chief Marketing & Digital Officer, McDonald’s
"A must-read for the modern marketer! Duckler’s insightful interviews with leading CMOs across a variety of industries highlight the common challenges they all face—from the importance of purpose in brand building to the benefits and risks of leveraging AI to accelerate brand capabilities."
Linda Bethea
Head of Marketing, Danone