Marketing at Velocity

B2B Brand Building, Momentum and Category Leadership
1. Auflage 2027
ISBN: 978-1-3986-3123-6
Verlag: Kogan Page Ltd

Buch, Englisch, 280 Seiten, Format (B × H): 156 mm x 234 mm

Build category leadership by combining community momentum, AI-enabled strategy and faster brand decision-making. Marketing at Velocity is a strategic implementation guide for senior marketing leaders who want to build brands that compound value, strengthen market position and keep earning relevance in fast-moving categories. Written by brand and marketing strategist Arnt Eriksen, who brings over 30 years of experience, this book connects proven brand-building principles with the systems shaping the next decade of growth. It translates AI, community dynamics, decentralized ownership and strategic speed into practical marketing strategy for enterprise and growth-stage organizations. Drawing on field-tested frameworks including the One Rule Formula, Velocity Loops and the Decentralized Brand Scorecard, this book equips leaders to: - Build compounding brand momentum Apply AI to improve precision - Turn community into strategic advantage - Strengthen leadership through frameworks - Implement practical actions quickly Featuring real-world examples from Nike, Adidas, Lufthansa, Starbucks and other major organizations, Velocity Marketing gives senior marketing professionals the tools to lead with confidence, accelerate learning and build brands that never stop earning their place. Themes include: brand strategy, AI marketing, community-led growth, category leadership, decentralized brands, marketing transformation

Autoren/Hrsg.

Eriksen, Arnt

Fachgebiete

• Mathematik | Informatik EDV | Informatik Informatik Künstliche Intelligenz
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • Chapter - 00: Introduction: Why the Rules Changed - and What That Means for You;
• Section - Part 1: Anticipation in the Age of Blockchain;
• • Chapter - 01: Objectives That Move: Setting Goals for a Velocity Brand;
  • Chapter - 02: Campaigns at Velocity: From Broadcast to Collaboration;
  • Chapter - 03: Content as Currency: Strategy for the Attention Economy;
• Section - Part 2: Affinity – Building Brands That Compound;
• • Chapter - 04: When and Where: Timing as a Competitive Weapon;
  • Chapter - 05: Consistency in a Fast-Changing Environment;
  • Chapter - 06: The Architecture of Action: CTAs That Convert;
  • Chapter - 07: Marketing Types Reimagined;
• Section - Part 3: Action - Velocity in the Real World;
• • Chapter - 08: Strategic Participation: Showing Up Where It Matters;
  • Chapter - 09: Data Mastery: The TRUTH Framework for Marketing Intelligence;
  • Chapter - 10: The Optimisation Cycle: How the Best Brands Learn Faster Than Their Competition;
  • Chapter - 11: The One Rule Revisited: Messaging that Survives the Speed;
  • Chapter - 12: The 90-Day Velocity Transformation Roadmap;
  • Chapter - 13: Conclusion: The Brand That Never Stops Earning Its Place;

Über Autor(innen)

Eriksen, Arnt
<b>Arnt Eriksen</b> is a brand and marketing strategist with over 30 years of experience, based in London, UK. As a consultant and workshop facilitator, he advises Fortune 500 and mid-market organisations on AI, community-driven brand building and emerging technology strategy. Previously Creative Director and Chief Innovation Officer across agencies in Oslo, Stockholm and London, his portfolio includes strategic work for PayPal, American Express, Google, Meta, Starbucks, Sony Music, Nordea and Cannes Lions. He is a guest lecturer at nextMBA and an executive contributor to Brainz Magazine.

Arnt Eriksen is a brand and marketing strategist with over 30 years of experience, based in London, UK. As a consultant and workshop facilitator, he advises Fortune 500 and mid-market organisations on AI, community-driven brand building and emerging technology strategy. Previously Creative Director and Chief Innovation Officer across agencies in Oslo, Stockholm and London, his portfolio includes strategic work for PayPal, American Express, Google, Meta, Starbucks, Sony Music, Nordea and Cannes Lions. He is a guest lecturer at nextMBA and an executive contributor to Brainz Magazine.