The world has changed. Everyone keeps reminding marketers and advertisers about the never ending and accelerating forces of technology disruption, consumer changes, and innovation evolution in the marketing world today. Sounds exciting except for the fact that we’re doing absolutely nothing about it. Zero.
Simply put, under current operating conditions, the advertising industry will not be able to sustain itself and without taking action, is likely to result in severe to catastrophic outcomes- from financial underperformance to job loss to even a collapse of the current media ecosystem.
The solution?
The Marketing Model can be fixed by slashing your ad budget, and investing in the Z.E.R.O. framework:
- Zealots
- Entrepreneurship
- Retention
- Owned Assets
In Z.E.R.O., Jaffe and Albarda introduce the power of Zealots (advocacy), Entrepreneurship (innovation), Retention (customer-centricity), and Owned Assets (direct-to-consumer channels) under a unified call-to-action that, in a perfect world, would create an optimal media budget of Z.E.R.O.
The authors pull Z.E.R.O. punches in delivering some tough love that ultimately is grounded in a shared passion to save the industry (from itself) and, in doing so, reinvent brands and brand building in a time where commoditization trumps differentiation; where automation overshadows humanity; where noise drowns out signal; where the status quo prevails over risk-taking; and where mediocrity dulls creativity.
Z.E.R.O. is a no-holds-barred call to action for corporations and their marketers to adapt or die amid an increasingly turbulent, changing, and dynamic media landscape.
In three sections, authors Jaffe and Albarda outline the problems and challenges that are leading to the Perfect Storm approaching (Section 1), the introduction and delivery of the Z.E.R.O. Manifesto (Section 2) in which the vision and idea of Z.E.R.O. is presented, and finally a ten-point Action Plan with pragmatic recommendations marketers can start doing to ensure not just survival, but also the ability to thrive in the turbulent (yet exciting) world that lies ahead.
Z.E.R.O. is not a pipe dream. It's a reality for companies like Red Bull, Nike, Apple, Starbucks, and Amazon.com.
Contents
SECTION I The Problem
- CHAPTER 1 Madison Avenue: We Have a Problem
- CHAPTER 2 A Perfect Storm Is Coming
- CHAPTER 3 The Economic Case
- CHAPTER 4 The Business Case
- CHAPTER 5 The Media Case
- CHAPTER 6 The Consumer Case
- CHAPTER 7 The Creative Case
SECTION II The Z.E.R.O. Vision
- CHAPTER 8 Is It Time to Blow Up the Entire Model?
- CHAPTER 9 Introducing Z.E.R.O.
SECTION III The Z.E.R.O. Action Plan
- CHAPTER 10 Culture and Talent
- CHAPTER 11 Tenure
- CHAPTER 12 Compensation
- CHAPTER 13 Budget Setting
- CHAPTER 14 Measurement and Insights
- CHAPTER 15 Use Existing Customers to Gain New Ones
- CHAPTER 16 Customer Experience Becomes the Key Strategic Differentiator
- CHAPTER 17 The Innovation Imperative
- CHAPTER 18 Become a Data Junkie
- CHAPTER 19 From Campaigns to Commitments to Ecosystems
- CHAPTER 20 That’s Great . . . Now What the Hell Do I Do Next?
- Epilogue
- Notes
- Index
Book Details
- Hardcover: 288 pages
- Publisher: Wiley; 1 edition (October 7, 2013)
- Language: English
- ISBN-10: 1118801156
- ISBN-13: 978-1118801154
- Product Dimensions: 9.3 x 6.4 x 1 inches
- List Price: $29.95