Friction: Passion Brands in the Age of Distruption

Every industry around the globe is being completely disrupted. Stalwart brands are losing market share to upstarts that capture our collective consciousness. Trillions of dollars are at stake.
 
Brands know a new approach is needed. But most don’t realize the strategic underpinnings need to change. Great brands are no longer built through interruptive advertisements.
 
Friction argues that brands don't simply need clever messages or new, shiny technologies. They need a fundamental change in strategy. Frictionprovides a system for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth.
 
The authors of Friction have worked on some of the industry's most innovative assignments for the world’s most successful brands. This groundbreaking book reveals how corporations can divorce themselves from legacy business models to create a passion brand. A brand that breaks its addiction to traditional advertising. A brand that empowers its customers. A brand that dominates the competition.

• Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future
• This Is Marketing: You Can't Be Seen Until You Learn to See
• Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible
• Building a StoryBrand: Clarify Your Message So Customers Will Listen
• Marketing Rebellion: The Most Human Company Wins
• Contagious: Why Things Catch On
• All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All
• One Million Followers: How I Built a Massive Social Following in 30 Days
• Brain Surfing: The Top Marketing Strategy Minds in the World
• Experiential Marketing: Secrets, Strategies, and Success Stories from the World's Greatest Brands