David Houle - Brand Shift

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Praise for Brand Shift

There are many books on how to build brands in the 20th century. This is the first to show what it will take to build successful brands in the 21st century.

Philip Kotler

S. C. Johnson & Son Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University

I loved Brand Shift! It provides an insightful look into the future of how brands will be marketed. Houle and Shapiro address the trends and challenges marketing professionals will face in the future and offer clear concepts and strategies to ensure that CMOs can succeed in the years ahead. I finally have a clearer view of where to go!

Ann Rhoades, President People Ink, Founding Executive Jet Blue and Former Executive, Southwest Airlines

By offering a thorough understanding of the history of brands and how technology, artificial intelligence, and Big Data will influence marketing trends, Houle and Shapiro deliver a compelling strategy for navigating the inevitable global shifts already challenging marketing professionals.

Scott Meadow, Professor of Entrepreneurship at University of Chicago Booth School of Business

Ive known David Houle since he was part of our team at MTV as we re-invented how brands connected to consumers in that era. Today, as media continues to evolve and brands are seeking to effectively connect with consumers wherever they are, on multiple platforms and devices, Houle and his co-author Shapiro are helping marketers understand how to make those connections now.

Robert Pittman - Chairman and CEO of Clear Channel Communications

Successful marketers embrace change as an opportunity to build stronger brands. Brand Shift provides a fascinating look at future social and technological changes that will create disruptive and powerful brand marketing opportunities. A must read for those responsible for future brand marketing.

Mark Hansen - Former CEO PetSmart/President Sams Club

Brand Shift is for anyone and everyone who has anything to do with surviving and thriving is todays turbulent, mobile, digital, instantaneous, real time, Big Data brand environment.

John W. Lee II - Founder/Former CEO, Learning Curve International

In a time when some argue that brands matter less, Im the firmest believer that people need to connect with strong brands more than ever. This is a fascinating portrayal of how social and technological changes in the Shift Age will transform the future of brand marketing.

Tom Trenta - Chief Strategist, Egg Strategy

The future of brands and branding is here - IF you read this book. Houle and Shapiros ability to articulate future trends is invaluable to anyone that is in the business of managing a brand. Brand storytelling is going through significant changes and the Brand Shift is the roadmap. Read it. Now.

Dave Kustin - Founder, Content Bacon

David Houle could probably pick all the winners at the race track. Id like to take him to Las Vegas but meantime Ill read Brand Shift, written with Owen Shapiro, to find out how to take advantage of the next hot trends in marketing.

Bob Sirott - WGN Chicago Broadcast Personality

Bravo! This book is not only essential for all levels of marketing employees and students, its a must read for all business professionals. The future, which is now defined as tomorrow, requires significant changes in marketing/branding to remain competitive. This insightful guide to the future is an excellent tool, so well written and organized that the concepts are easily grasped.

Richard J. Kaplan

VP Marketing, RCAD

Former President, Chief Brand Officer

Tervis Tumbler Co.

Its easy to be aware that branding is changing, but exceptionally difficult to know where its going. This book clearly demonstrates that Owen and Davids understanding of the future of branding is unmatched in their industry.

Seth Kravitz - CEO of Technori / Former CEO of InsuranceAgents.com

A fascinating and thought provoking portrayal of how social and technological changes in the Shift Age will transform the future of brand marketing.

Sam Guren (30+ years as professional principle investor in venture capital/private equity)

BRAND SHIFT

THE FUTURE OF BRANDS AND MARKETING

DAVID HOULE + OWEN SHAPIRO

Copyright 2014 David Houle + Owen Shapiro

Published by David Houle & Associates

ISBN:

(paperback): 978-0-9905635-0-1

(epub): 978-0-9905635-1-8

(mobi): 978-0-9905635-2-5

No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior consent of the publisher.

The Publisher makes no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. Neither the publisher nor author shall be liable for any loss of profit or any commercial damages.

Printed in the United States of America. First Edition

David Houle & Associates

To Victoria, with love and gratitude.

David

To Lum, Julius, Richard, and Rockwell, you are my beginning, end, and everything in-between

Owen

Acknowledgements

by David

Thank you to George Rosenbaum for bringing the concepts from The Shift Age into Leo J. Shapiro & Associates, and for introducing me to my co-author Owen. Introductions can open doors and create unexpected consequences. Thank you to Mike Shatzkin for his publishing advice and guidance and for his introduction to Ingram. Thanks to all the folks at Ingram for their help in bringing this book to market. Thanks to Melissa Baron our eagle-eyed and persistent editor for tightening up a manuscript that needed it.

Thank you to my son Christopher and my stepson Jordan for their constant supply of music. Music that rhythmically unlocks creativity and keeps my fingers on the keyboard moving ever forward.

Thank you to all my friends who continually support me when things go flat or when I speak excitedly about the future and to all the audiences whose enthusiastic and engaged responses to my speeches give me joy.

Finally, a nod to everyone who has created all the great brands of the last century and of this one to date, and to those who will create successful brands in the decades ahead.

by Owen

Thank you:

- To my wife Lum who has given me a firm foundation and safe port

- To my sons Julius, Richard, and Rockwell, who give me a glimpse into what a bright future the world holds

- To all the people who have provided inspiration, wisdom, and encouragement to me over the years.

In this second decade of the 21st centuryand the new millenniumbrands and the marketing of brands are undergoing massive upheaval and transformation. The speed of change is disorienting and fast. Old rules, old media are falling by the wayside. Disruptions are coming out of nowhere, bringing fundamental change. How can brands and those that market them adapt? What does the future of brands and marketing look like?

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