Brand Shift: The Future of Brands and Marketing

In their book, Brand Shift: The Future of Brands and Marketing, David Houle and Owen Shapiro deliver a powerful and persuasive look at how cultural change and accelerating technological advancement will affect brands and marketing in the years ahead. Through a fascinating study of the history of brands and a detailed, cogent analysis of current trends, the authors unveil a compelling forecast of how brand marketers will need to meet the novel demands of branding in the 21st century. Business leaders who intend to successfully engage the future will find this book an invaluable resource. The Internet of Things is evolving a new kind of collective consciousness, one which demands that brand marketing embrace and leverage the ensuing inevitable social changes. Big Data and the future of human communications have profound implications for brands and marketing. Brands that embrace and reflect these transformations have the potential to assume ever more important roles in our society, engendering life style enhancements for consumers through trust and a commitment to serving the greater good.
“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
“I’ve 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 Sam's Club
“Brand Shift is for anyone and everyone who has anything to do with surviving and thriving is today’s turbulent, mobile, digital, instantaneous, real time, ‘Big Data' brand environment.”
John W. Lee II - Founder/Former CEO, Learning Curve International
“The future of brands and branding is here - IF you read this book. Houle and Shapiro’s 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. I’d like to take him to Las Vegas but meantime I’ll 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