Exponential: Transform Your Brand by Empowering Instead of Interrupting - Hardcover

Rosenblum, Jeff

Hardcover

ISBN 10: 1264268149 ISBN 13: 9781264268146

Publisher: McGraw Hill, 2022

Synopsis

#5 on the Wall Street Journal Business Bestseller List!

One of the world’s top advertising executives shows how iconic brands win new customers and build armies of evangelists.

Great brands stand for more than just cool products and clever advertisements. They inspire audiences. They enrich communities. They energize people. They move people’s lives forward. Most importantly, great brands don’t just interrupt: they empower. And that empowerment leads to exponential growth.

Over the past 20 years, Jeff Rosenblum and his team at Questus have created content and campaigns for Apple, Capital One, Disney, The NFL, Samsung, Starbucks, Universal, Wyndham, Verizon and many more of the world’s most iconic brands. In Exponential, he turns that wealth of experience into a comprehensive program for modern advertising and business strategy.

The book makes a passionate case that business leaders need to shift away from interruptions and superficial messages to focus on empowerment, culture, values, leadership, and transparency. With engaging stories and revealing brand examples, Exponential shows how brands can:

• Produce exponential growth by shifting from interruptions to empowerment
• Create brand evangelists with content that informs and inspires
• Embrace transparency and culture to tell authentic brand stories
• Generate massive ROI throughout the purchase journey

Exponential is about storytelling done right, and the book practices what it preaches. It’s packed with colorful anecdotes from Rosenblum’s own career and clear examples of brands that grew exponentially. With a light touch, it unpacks heavy insights from neuroscience, market research, and big data, outlining what it takes for brands to truly be great and not merely say they are great.

About this title

About the Author

Jeff Rosenblum is a Cofounder of Questus, a digital advertising agency that has worked with some of the world’s most influential brands, including American Express, Apple, Capital One, Disney, The NFL, Samsung, Starbucks, Universal, Wyndham and Verizon. Jeff created a documentary about the advertising revolution called The Naked Brand and the groundbreaking book Friction which explained how passion brands are built. Jeff has lectured at some of the top universities in the world, including Yale, Cornell, Columbia, and London Business School. He has won some of the ad world’s most prestigious awards and presented at some of the industry’s largest conferences.

From the Back Cover

"This book is an absolute home run! Through laugh-out-loud personal anecdotes and a rich history with some of the world's largest brands, Mr. Rosenblum delivers one fascinating insight after another. Anyone with a growth mindset should read this book."
—Joe Mason, Chief Marketing Officer of Allianz Partners

"Jeff's Exponential is a must-read for disruptive marketers who want to make an impact and break barriers. Jeff shares invaluable lessons for his readers about the importance of establishing a strong brand and why the safe business decision isn’t always the right one."
—Brian Halligan, Cofounder and CEO of HubSpot 

"Everything has changed. Brands need to adapt. This book will make you laugh and cry—and gives you an action plan to modernize your marketing."
—Catherine Captain, CMO, GE Digital

"Jeff has a keen understanding of the power of brands and the role they play in our everyday lives. Exponential provides an insightful look at how brands are built by empowering the end-user to come along on the journey. It's a fast-paced read from an avid storyteller who has never been afraid to take the road less traveled."
—Lisa Checchio, EVP and Chief Marketing Officer at Wyndham Hotels & Resorts

"It's astounding to me how many brands cling to obsolete methodologies, practices, and habits. In his irreverent, take-no-prisoners style, Jeff Rosenblum takes us on a journey designed to incinerate conventional business thinking. Just like he did in his prior book, Friction, he forced me to look inward at my own marketing beliefs and step away from my safe place. I can't thank him enough."
—Kerry Graeber, Vice President, Division Manager, Motorcycle/ATV Sales & Marketing, Suzuki Motor USA

"With compelling insight and clarity, Exponential delivers the road map for how to avoid the safe path that leads to irrelevance, and instead fully embrace the risks that enable companies to build an authentic place in consumers’' lives. Jeff Rosenblum's incisive truth-telling is required reading for forward-leaning companies that have the courage to earn their customers' attention and loyalty through radical transparency and empowerment."
—Mark Jamison, Global Head of Product Innovation & Design, Visa Inc.

"Every customer interaction is an opportunity to grow or diminish brand equity. In Exponential, Jeff does what he does best in laying out a practical, personal, and holistic approach to modern brand building and the organizational alchemy necessary to pull it off."
—Chris Crayner, Chief Digital Officer, NBCUniversal, Parks and Resorts

"Jeff Rosenblum a pioneer in the industry. This book presents a bold new look at how brands should redefine their relationships with customers by empowering them."
—George Newman, Associate Professor of Management and Marketing at Yale

"With an authentic and raw voice, Jeff hits at the challenges and paths to success in front of advertisers and brand builders in our new reality. Everyone will take away important truths about connecting with consumers and building a sustainable brand."
—Jordan Dewitt, Vice President, Creative, Capital One

"I can't think of a single time that I didn't leave a conversation with Jeff Rosenblum mentally exploding with ideas and follow-ups from his way of seeing the world. He is totally unique, one of the most creative minds I know and I learn from him every time we interact. This book is all of Jeff and then some."
—Trevor Price, Founder & CEO of Oxeon Holdings, Founder and General Partner, Town Hall Ventures

"In the engaging style that defines him, Jeff Rosenblum lays out some timeless truths about the marketing discipline . . . that analytic rigor and creative insight are key ingredients but brands that outperform first and foremost remain true and authentic to their reason for being."
—Jarvis Bowers, VP of Marketing at Pearson

"Exponential should be required reading for every marketing leader. The old ways of advertising are out. Jeff gives us a well-written and much-needed road map to harness the purpose of brands, truly connect with consumers, and drive exponential growth for companies."
—Steve Hartman, Investor, Advisor, and former Chief Marketing Officer of Eddie Bauer

"In a masterclass in marketing, and a warning to businesses unwilling to change, Jeff Rosenblum makes an evidence-based case for a clear brand purpose grounded in consumer empowerment. What a great read and lesson!"
—Brand Barrett, Director, Brand Agency Relations at Capital One

"Jeff is not only a great writer with wisdom to share, but he is very handsome. I know that doesn’t translate well to a written medium, but if you picture him as you read, it enhances the experience."
—Joel Stein, Author of Man Made and In Defense of Elitism

"I’ve been working with this maniac for over two decades and have loved almost every minute of it. Exponential captures the lessons we’ve learned the hard way and provides some great research findings and actionable advice."
—Jordan Berg, Founding Partner of Questus

Edition details

• Publisher: McGraw Hill
• Publication date: 2022
• Language: English
• ISBN 10: 1264268149
• ISBN 13: 9781264268146
• Binding: Hardcover
• Edition number: 1
• Number of pages: 240