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William Rosen and Laurence Minsky Launch “The Activation Imperative”


William Rosen, Partner, Marketing Practice Lead at VSA Partners, alongside Professor Laurence Minsky of Columbia College Chicago, have released Amazon’s #1 book in Business Marketing, The Activation Imperative. The two authors call into question burning questions for today’s marketers: How can marketers navigate the growing array of marketing specialties, multiplying media options and data sources, and increasing content saturation to improve effectiveness and return on investment? How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers, and actually deliver results?

In The Activation Imperative, Rosen and Minsky provide a straightforward guide for marketers to move beyond building brands to activating them—from simply projecting what a brand is to optimizing what it does—to move people closer to transaction.

Drawing on years of research and experience with the world’s most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. They reveal how today’s more personalized and trackable communications illuminate tremendous diversity in paths-to-purchase, and explain how to leverage this data to develop more effective strategies and creative targeted to individual inflection points. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today’s increasingly fragmented marketing landscape to more effectively and efficiently build brands and business.

“Marketers should be taking advantage of the proliferation of data we have access to today. This book provides a set of guidelines for taking that data, and using it to bring together the various disciplines of today’s marketing world,” shared Rosen, co-author. “If you’re looking to grow your brand, and make truly impactful campaigns, this book has something to offer you.”

The Activation Imperative is available for purchase on Amazon and other retailers as of Dec. 9, 2016.

Reviews for The Activation Imperative

For those striving to break down traditional marketing silos and design truly human-centered solutions that drive business results, this book provides the roadmap and beacon you have been looking for. (Lisa Hurwitz, vice president of global brand design, Kimberly-Clark)

The Activation Imperative is an essential read for any marketer hoping to stay relevant in a rapidly changing marketplace. Rosen and Minsky build a compelling argument for moving beyond carpet-bombing prospective customers with brand promotion to engaging them at key trigger points in the customer journey. With its keen insights on building both brand and bottom line results, this is one book you don’t want to miss! (Rick Mathieson, author of Branding Unbound and The On-Demand Brand)

The Activation Imperative takes marketing strategy to a new level, demanding more from marketing and marketers. Rosen and Minsky bring cohesion, structure, and direction to an increasingly fragmented marketing environment. They show how to weave digital and traditional channels together to build powerful and cost-effective marketing campaigns. A thoughtful book, and a must-read. (Kevin Tynan, senior vice president of marketing, Liberty Bank for Savings; author of Exposure: How to Market So Your Message is Unavoidable)

Author Bios

William Rosen serves as Partner, Marketing Practice Lead for VSA Partners where he spearheads the marketing and data science capabilities. Throughout his five-year tenure with VSA, Rosen has been crucial to the company’s substantial growth, helping foster relationships with clients such as Nike, Kraft-Heinz, AB InBev and Kimberly-Clark. A thought-leader in the marketing and advertising industry, Rosen has received over 300 international accolades for his work. His ability to foresee up-and-coming industry trends was key to his authorship of The Activation Imperative.

Laurence Minsky is an Associate Professor of Marketing Communication for the School of Media Arts at Columbia College Chicago. In his career as a Creative Director/Writer, he has worked with various global brands including McDonald’s, Amazon, and Bay Valley Foods’ Nalley Pickles and Relish brand, and led creative for top agencies such as The Marketing Store and Frankel.