Connected by Design: Seven Principles for Business Transformation Through Functional Integration - Hardcover

Über die Autorin bzw. den Autor

BARRY WACKSMAN is executive vice president and chief growth officer at R/GA, a full-service digital advertising and marketing consultancy. During his 15 years with R/GA, Barry has helped shape the vision of the agency and advised dozens of Fortune 500 companies on digital strategy. He lives in New York with his wife and son.

CHRIS STUTZMAN is managing director of the business transformation practice at R/GA, where he helps companies transform their businesses for the digital age. Prior to joining R/GA in 2012, he was a vice president and principal analyst at Forrester Research. He lives in New York with his wife and son.

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Praise for Connected by Design

Every now and again a book comes along that expands your mind, challenges conventional wisdom, and is truly disruptive, a precursor to progress. Connected by Design is such a book. Functional integration has enormous relevance as an organizing principle way beyond marketing. I urge you to read the book, be disruptive, and unleash the power of connectedness. It can only do you good.
Keith Weed, chief marketing and communication officer, Unilever

Barry Wacksman and Chris Stutzman have discovered a new secret formula for growth that re-imagines how your company creates value: functional integration. Organizations must embrace the disruptive change of functional integration in order to grow in the new world order of consumer engagement.
Joseph V. Tripodi, chief marketing and commercial officer, The Coca-Cola Company

To be a chief marketing officer today means also being a chief technology officer and chief experience officer. Connected by Design uncovers the business model at the heart of this change, offering valuable examples, tips, and principles for putting the model into action. It s a must-read for anyone working in marketing at a major brand today.
Marc Speichert, global chief marketing officer, L Oréal Group

Barry Wacksman and Chris Stutzman have taken a topic close to the hearts of many design and shown how the world s leading companies have successfully integrated it into their business models. Connected by Design is that rare book that can help unify the disparate parts of a big company, from marketing to sales to product development.
Beth Comstock, senior vice president and chief marketing officer, GE

I see companies struggling every day to stay relevant in their consumers busy lives. Connected by Design maps out how companies like Nike, Google, and Apple have excelled in engaging consumers in the digital age while driving sales growth. It is an essential read for any brand leader looking to succeed in today s mobile, social, omnichannel world.
Jim Stengel, author, Grow, and former global marketing officer, The Procter & Gamble Company

Functional integration is the defining business model of our day, and Connected by Design captures the essence of this emerging model and how to apply it. Those who want to differentiate and find new ways to grow should find this book extremely helpful.
Michael Roth, chairman and chief executive officer, Interpublic Group

Aus dem Klappentext

In a world of fierce global competition and rapid technological change, traditional strategies for gaining market share and achieving efficiencies no longer yield the returns they once did. How can companies drive consumer preference and secure sustainable growth in this digital, social, and mobile age?

The answer is through functional integration. Some of the world s most highly valued companies including Amazon, Apple, and Google have harnessed this new business model to build highly interactive ecosystems of interrelated products and digital services, gaining new levels of customer engagement. Functional integration offers forward-looking brands a unique competitive edge by using transformative digital technologies to deliver high-value customer experiences, generate repeat business, and unlock lucrative new business-to-business revenue streams.

Connected by Design is the first book to show business leaders and marketers exactly how to use functional integration to achieve transformative growth within any type of company. Based on R/GA s pioneering work with firms at the forefront of functional integration, Barry Wacksman and Chris Stutzman identify seven principles companies must follow in order to create and deliver new value for customers and capture new revenues. Connected by Design explains how functional integration drove the transformation of market-leading companies as diverse as Nike, General Motors, McCormick & Co., and Activision to establish authentic brand relationships with their customers, enter new categories, and develop new sources of income. With Connected by Design, any company can leverage technological disruption to redefine its mission and foster greater brand loyalty and engagement.