Branding is a two-step process: definingthe brand and activating the brand. The Activation Imperativeis the best that I have seen on activating the brand.

Philip Kotler, SC Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

For those striving to break down traditional marketing silos and design truly human-centered solutions that drive business results, this book provides the road map and beacon you have been looking for.

Lisa Hurwitz, vice president of global brand design, Kimberly-Clark

The Activation Imperative offers readers a practical approach to the transformation needed to respond to today’s accelerating pace of technological change. It is as valuable to today’s marketing practitioners as it is to academics. A must read for anyone interested in increasing the effectiveness of modern marketing.

Yoram Wind, Lauder Professor Emeritus of Marketing, Wharton School, University of Pennsylvania

The Activation Imperative is an essential read for any marketer hoping to stay relevant in a rapidly changing marketplace. Rosen and Minsky build a compelling argument for moving beyond carpet-bombing prospective customers with brand promotion to engaging them at key trigger points in the customer journey. With its keen insights on building both brand and bottom line results, this is one book you don’t want to miss!

Rick Mathieson, author of Branding Unbound and The On-Demand Brand

The Activation Imperative takes marketing strategy to a new level, demanding more from marketing and marketers. Rosen and Minsky bring cohesion, structure, and direction to an increasingly fragmented marketing environment. They show how to weave digital and traditional channels together to build powerful and cost-effective marketing campaigns. A thoughtful book, and a must-read.

Kevin Tynan, senior vice president of marketing, Liberty Bank for Savings; author of Exposure: How to Market So Your Message is Unavoidable

In our recent groundbreaking study, the Association of National Advertisers found that spending on brand activation will top $740 billion by 2020, more than twice as much as advertising. I’m glad to finally see a book like The Activation Imperative that is not only focused on brand activation but also provides a methodology for better aligning marketing disciplines to achieve it.

Michael P. Kaufman, senior vice president of brand activation, Association of National Advertisers