Laurence Minsky is renowned in professional and academic circles for his strategic and creative leadership and expertise in brand development; brand activation; channel communications; content marketing, digital, direct response, and social media marketing, local store marketing, new product development, and [...] is also known for developing the effective award-winning cross-channel solutions that boost marketing ROI.Laurence currently serves as professor in the School of Business and Entrepreneurship, Columbia College Chicago and as a strategic and creative marketing consultant serving ad agencies, corporations, design firms, and nonprofits across the [...] is also the co-author of Voice Marketing: Harnessing the Power Conversational AI to Drive Customer Engagement (Rowman & Littlefield 2023); Global Brand Management: A Guide to Developing, Building & Managing an International Brand (Kogan Page 2019); Audio Branding: Using Sound to Build Your Brand (Kogan Page 2017); and The Activation Imperative: How to Build Brands and Business by Inspiring Action (Rowman & Littlefield, 2017); executive editor of The Get A Job Workshop: How to Find Your Way to a Creative Career in Advertising, Branding, Collateral, Digital, Experiential & More (Copy Workshop, 2013); the author of How to Succeed in Advertising When All You Have Is Talent Second Edition (Copy Workshop 2007) and Advertising Under One Hour (Under One Hour LLC 2-18), and a contributor to Advertising and the Business of Brands Media Revolution Edition (Copy Workshop [...] an industry thought-leader, he has been published by The Harvard Business Review, The European Business Review, MarketingProfs, Journal of Healthcare Management Standards, and others, and has been quoted in the New York Times, CNN Business, Chicago Tribune, Chicago Sun-Times, San Diego Union Tribune, The Telegraph, Exame (Brazil's largest business and economics magazine), Shopify's blog, Racked, Wallet Hub, The Financial Brand, Crain's Chicago Business, and many more.Laurence has also presented at Chicago Ideas Week, The Voice Summit, RelativityFest (twice), Here Are All the Black People (The One Club Multicultural Career Fair offered as part of Advertising Week), The National Association of Mutual Insurance Companies (NAMIC), The National Guild for Community Arts Education, The American Marketing Association Chicago BrandSmart Conference (twice), The Direct Marketing Association of Kansas City, and many others. He is also contracted by the ANA (Association of National Advertisers) to provide training to their member organizations on an as- needed [...] agency experience includes a tenure at Frankel (now Arc Worldwide) and engagements with more than 25 other agencies as a consultant, including 141 Worldwide (now the Chicago office of Ogilvy), Brand Action, DiSanti Hicks, Draft Worldwide (now FCB), IDM Brand, March Marketing, Marketing for Wellness, Slack and Company, VSA Partners, and more. And, he's created strategic communications solutions for many blue-chip clients, including AARP, Laila Ali, Amazon, Ambius, AON, Bay Valley Foods (various brands), Beltone, Black & Decker Spacemaker, Bristol-Myers Squibb, Coca-Cola Products, Connie's Pizza, DTE Energy, Encyclopaedia Britannica, Fleetwood Homes, Frito-Lay, George Foreman Products, GE, Google, Kraft Foods, The Lakeside Collection, Lamin-Art, Mayo Medical Laboratories (Mayo Clinic), McDonald's, MetLife, Midtown Athletic Clubs, Motorola, PetSmart, Sleep Number, Spacelabs Healthcare, Taiwan External Trade Development Council (TAITRA), True Value, Unilever, United Airlines, United States Postal Service, VA/the US Department of Veteran Affairs, Veterans Florida, Vita Foods, Westinghouse, and many [...] award-winning creative with more than 125 industry accolades to date, Laurence has served on the juries of many leading industry award shows, including Lürzer's International Archive 200 Best Digital Artists Wor

Foreword by Philip Kotler

Chapter 1: Marketing over Voice Applications

Guest Perspective 1: The Marketing Industry is Up Next for AI Disruption, by Paul Roetzer, AI Marketing Institute

Guest Perspective 2: The Google Voice Landscape, by Danny Bernstein, formerly of Google

Extended Case Study: Nike & Reebok New Product Introductions

Chapter 2: Branding in a Voice-First World

Guest Perspective 1: Why Brands Have a Crucial Role to Play in Our Voice-Activated Digital Future, by David Roth, The Store - WPP, BrandZ, and BAV Group

Guest Perspective 2: Deviating from General Purpose Assistants: Custom Intelligent Voice Assistants, by Jason Fields, Voicify

Extended Case Study: General Mills Lucky Charms Brand Building

Chapter 3: Audio Branding and Its Importance

Guest Perspective 1: The Science of Voice Branding, by Charles Spence, Oxford University

Guest Perspective 2: Black Voices Matter: The Quest for Sonic Diversity, by Steve Keller, Studio Resonate, SXM Media

Extended Case Study: McDonald's UK Mobile Voice Ordering

Chapter 4: Understanding the Audience for Voice

Guest Perspective: Algorithmic Bias in Audio AI, by Kalinda Ukanwa, University of Southern California

Extended Case Study: Butterball Turkey Voice Hotline

Chapter 5: Data Privacy and Ethical Considerations

Guest Perspective: Trust: The Essential Element for the Growth of Voice Assistance, by John Stein, the Open Voice Network

Extended Case Study: Sony Hand Wash Tunes Help Families Fight COVID 19

Chapter 6: Goals and KPIs for Voice Marketing

Guest Perspective: Some Notes on Recent Voice Research: Listen to the Second Voice, by Michael Brazeal, Roosevelt University

Extended Case Study: Allstate Customer Care

Chapter 7: Developing Marketing Content for Voice

Guest Perspective: Content That Keeps Them Coming Back, by Sarah Andrew Wilson, [...]

Extended Case Study: Dominos

Chapter 8: The Advantage of Marketing the Voice Experience

Guest Perspective 1: Build It and They Won't Come: Shout It from the Rooftops and They Will, by James Poulter and Suze Cooper, Vixen Labs,

Guest Perspective 2: Beyond the Smart Speaker, Roger Kibbe, North America Bixby Labs, Samsung Research Americas

Extended Case Study: Using Your Voice to Share a Coke

Chapter 9: Analyzing, Maintaining, and Refining a Voice Strategy

Guest Perspective: Voice Analytics: Getting from Learning to Real World Value, by Romina Pankoke, Vixen Labs and Women in Voice

Extended Case Study: Finish Dishwasher Pro Detergent

Chapter 10: Voice Implementations Across Industries

Automotive Perspective: Industry Implications of Voice: Opportunities of Voice Apps in the Car, by Shyamala Prayaga, formerly of Ford Motor Company

Banking, Finance & Insurance Perspective: Improving the Customer Experience While Improving Operations, Robin Keira, Digitalscouting

Entertainment Perspective: Entertainment, Entertainment Marketing and Voice Tech, Donald Buckley Treehouse and (previously)Warner Bros.

Healthcare Perspective: Supporting Post Op Patients, by Sirish Kondabalu, Orthobullets

Retail Perspective: The Effect That Voice Will Have on Retail, by Gwen Morrison, WPP's Global Retail Practice and Candezant Advisory and Manolo Almagro, Q Division

Extended Case Study: Mercedes Benz In-Care Experience

Chapter 11: Voice for Now and the Future

Glossary

Further Reading

Acknowledgments

About the Authors

Index