When everyone's online voicing their ad-subverting opinions and being both hard to reach and nearly impossible to persuade, it's time for a radically different approach to marketing.
In Do or Die, Razorfish chairman Clark Kokich shares his prescription for more effective marketing: moving from just saying things to your audience to actually doing things people find entertaining, useful, and relevant.
Do or Die also takes you through case studies of companies that have made the move from saying to doing, and delivers a 9-point manifesto for how to organize your company for making your own move.
In Do or Die, Clark Kokich lives the advice he gives by not just saying how marketing has changed, but by showing it in action. With interactive videos, reader comments, and real-time feeds from social media, Do or Die brings to life what a traditional book could never do. Don't just read this book, experience it to open your mind to new possibilities.
In a world that is changing rapidly, brands will only succeed if management learns to be nimble, use today's tools, and listen to their customers. Do or Die is a timely and fact-filled book with case histories that will help you win in today's marketplace.
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Just when you thought you knew what you were doing
The changing landscape of traditional marketing |
Don't think in a straight line
Linear problem-solving just could be the problem |
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What's a marketer to do? Exactly.
Surviving by doing, instead of just saying |
Get everyone on the same side of the table
Silos are great for farms, not companies |
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Stop asking the wrong questions
The right ones about marketing a better experience |
Engage in risky behavior
Failure is the new mark of success |
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Find the big idea or keep looking
Flavor-of-the-month tactics are no substitutes for an idea |
Know that you can't know
If you love uncertainty, you'll love the future of marketing |
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Look for ideas in all the wrong places
Creative thinking can come from anyone |
Be in charge of the pig, not the lipstick
The new chief marketing officer has a seat at the biggest table |
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Quit treating media like an afterthought
Media is now creative; creative is now media |
The story behind the story
Where this book came from, and why it isn't a book |
Clark Kokich is the chairman of Razorfish, a global digital agency that serves nearly a quarter of all Fortune 100 companies. He left a successful career in traditional marketing to move to the digital side in 1999, just as this new industry was beginning to emerge.
If Clark's name rings a bell, that could be because you've seen his words quoted in The New York Times, Financial Times, Ad Age and AdWeek. Or you may have heard him speak at Ad:tech, the Association of National Advertisers, or the American Marketing Association.
Clark sums up his career and the theme of Do or Die in one succinct statement: "I used to be in advertising. Now I do things."
