Retailer Web Services Digital Advisor Fall 2017 | Page 14

Jennie
Gilbert, chief
operating
officer,
RWS
BUSINESS
BOOK REVIEW
Take Heart in
‘Brandscaping’
Looking for an inspiring business book to read?
Independent retailers should take a book from
the stacks piled high on the desk of Jennie Gilbert,
RWS COO and resident bookworm. Here, she
reviews “Brandscaping: Unleashing the Power
of Partnerships,” the groundbreaking book by
marketing visionary Andrew Davis. Published by
the Content Marketing Institute, “Brandscaping”
introduces a new marketing methodology that
begins with one simple observation: a rising tide
lifts all ships.
M
ost people now accept as fact that the Internet and
mobile technology have fundamentally changed the
consumer consideration journey. What was once a
fairly linear process that was possible to model can
now be totally unique and unpredictable for each individual
consumer. But author Andrew Davis doesn’t just explain this
shift in “Brandscaping.” He tackles it head on. In the book,
he explains what you can actually do with your marketing
strategy to participate more effectively in this new reality.
akaDrewDavis.com
BrandscapingBook.com
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Along the way, he provides many colorful examples that keep
you learning—and entertained, too. Every level of marketer
can glean useful exercises from this book, including one of
my favorites that is both simple and powerful: answering
the question, “Who has your next customer as their current
customer?” The book is well worth the read and Andrew
himself is approachable and generous with his time. When I
reached out to him without any introduction, he answered my
questions and shared additional resources. Read his book.
Connect with him on LinkedIn. And take heart in his hopeful
and actionable advice.