Those of you who appreciated Scott Brinker’s Gilbane Conference keynote What is a Marketing Technologist?, and even more importantly those who missed it, should check out Scott’s short new book, A New Brand of Marketing – The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline. The book is free to download and share and doesn’t require registration.
A New Brand of Marketing “… frames the epic collaboration underway between marketers and technologists…” – note the use of ‘collaboration’ rather than ‘battle’. Scott is not only a supreme example of a marketing technologist who knows the details, but may be the most facile communicator (and diplomat, in the most positive sense) of the marketing technology big picture.
A New Brand of Marketing is a must read for CMOs and CIOs, but all senior executives should read it to understand the dramatic changes underway in marketing or to get some pointers on how to communicate the changes to colleagues.
Just a few of my favorite quotes from the book:
Fact: everything digital is powered by software.
Companies don’t just compete for who can provide the most helpful content. They compete for who can provide the most helpful services.
When you’re skydiving, you should know how to pull your parachute.