Exponential by Jeff Rosenblum practices what it preaches. The book is about how brand advertising is changing. The author refers to an advertising revolution that is replacing the traditional one-way broadcast/interruption model with a relational model that empowers consumers through the entire customer journey. This model is purpose-driven, embraces transparency, relies heavily on inspirational content, and generates irrational enthusiasm so that customers literally ignore the competition. The author practices all of these methods in Exponential to draw the reader in and win them over to his model for building a brand.
I really enjoyed Exponential. While it provides very few practical lessons or tools, the stories engagingly teach how the world is changing and how the reader can be more effective in building and selling their big ideas in this new world. If you are a marketing professional, I strongly recommend Exponential to challenge how you think and act. Even if you’re not in marketing, if you seek to influence others, I believe that you will benefit from what this book has to teach you.