Insight Swap!: Why a tech-driven strategy is evolving from old-school Content Marketing

Bob Killian - branding consultant, digital innovator, creative director, company namer - has been building better brands to make clients more visible, more differentiated, and more relevant. In 1987 he founded Killian Branding, a strategic agency that has worked with clients in every category, of every size, and on three continents. A student of Darwinian adaptation, Bob has written extensively on how modern brands must adapt and evolve in a period of radical change. Buyer decision-making and behavior in particular have deflated traditional marketing strategies and tactics, opening up new, mostly digital approaches to brand growth. Content marketing is one such development, and this book shows how that strategy can be taken to the next (evolved) level. His White Papers, featured on the agency’s website (killianbranding.com) are taught in a dozen graduate schools of business. Bob read 5000 books before he wrote this one. He also co-authored a book on advertising and branding that he urges everyone not to buy. It is now obsolete, since it was published in a long-gone era. 2002