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Friction cover art

Friction

Written by: Jeff Rosenblum, Jordan Berg
Narrated by: Roger Wayne
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Publisher's Summary

Every industry around the globe is being completely disrupted. Stalwart brands are losing market share to upstarts that capture our collective consciousness. Trillions of dollars are at stake.   

Brands know a new approach is needed. But most don't realize the strategic underpinnings need to change. Great brands are no longer built through interruptive advertisements. 

Friction argues that brands don't simply need clever messages or new, shiny technologies. They need a fundamental change in strategy. Friction provides a system for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth. 

The authors of Friction have worked on some of the industry's most innovative assignments for the world's most successful brands. This groundbreaking book reveals how corporations can divorce themselves from legacy business models to create a passion brand. A brand that breaks its addiction to traditional advertising. A brand that empowers its customers. A brand that dominates the competition.
©2017 Jeff Rosenblum and Jordan Berg (P)2019 Tantor
New Business Enterprises Marketing Advertising
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Profile image for Destination Infinity

I wud give this book a 10 Star.

This short book changed my perception about branding.

Branding is not just about beautiful designs. (I am a designer.)

Branding is how our communications result in instant customer delight.

If a customer is unable to sleep after coming across your brand bcos u've just added immense value to their life... no, bcos you've given a new meaning and direction to their existence... then u don't just create a brand.

You'll create a passion brand.

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