The New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

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Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

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Podcast Episode 1
The Emerging Market of Legal Cannabis, with Tiki Barber
January 2019
AVAILABLE ON:

Welcome to the inaugural episode of the ANA Marketing Futures Podcast, a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing, and business in general. Hosted by Charles Cantu, Founder and CEO of RESET DIGITAL, the Marketing Futures podcast looks to demystify emerging trends, share different perspectives on critical economic issues, and help marketers and business owners focus on what matters most: growing their brands.

 

In our first episode, we spoke with Tiki Barber, former NY Giant and founding member of Grove Group Management, a cross-functional group that helps build brands in the emerging market of legal cannabis. Barber and Cantu discussed the challenges and opportunities of this new, rapidly expanding market, and what lessons brands can take from the businesses “growing” in it.

Podcast Episode 1

The Emerging Market of Legal Cannabis, with Tiki Barber

January 2019

 

AVAILABLE ON:

Welcome to the inaugural episode of the ANA Marketing Futures Podcast, a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing, and business in general. Hosted by Charles Cantu, Founder and CEO of RESET DIGITAL, the Marketing Futures podcast looks to demystify emerging trends, share different perspectives on critical economic issues, and help marketers and business owners focus on what matters most: growing their brands.

 

In our first episode, we spoke with Tiki Barber, former NY Giant and founding member of Grove Group Management, a cross-functional group that helps build brands in the emerging market of legal cannabis. Barber and Cantu discussed the challenges and opportunities of this new, rapidly expanding market, and what lessons brands can take from the businesses “growing” in it.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

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Phone: 212.697.5950

Email: marketingfutures@ana.net

 

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