"Surfing the Black Wave" Answers Question: Is Advertising Broken?

Has advertising lost its power? What new influence has taken its place? As previous institutions of influence fall and totally new institutions rise to take their place, we face a crisis of leadership. Take for example the recent presidential election. Daring to answer how Trump won, the research in this book explores how social media created such an unlikely outcome.

In this new book, Cobb describes how disruptive change has historically created winners and losers for such a time as this. Siting the rise of great brands of the Industrial Age and the Information Age, the book is a guide to the present time. Cobb identifies our times as the "Participation Age." Giving readers examples supported by extensive research, the book provides case studies that focus on leaders of the current movement, including Facebook, Starbucks, TOMS Shoes, Uber and Red Bull. These "Black Wave Riders" show the way to take our leadership to the next level.

Cobb explores the history of the world's greatest tsunami as an analogy to this new age in digital leadership. Using this metaphor, Cobb shows how the coming digital age of business will pummel those who are not prepared. Located in the Ring of Fire, the great legends of Japan can both inspire and inform leadership models. In the book, one true story known as the "Miracle of Kamaishi" tells the tale of the children in the town who escaped a tsunami flawlessly, using only three principles.

These three principles revealed in the book will revolutionize leadership in the days to come.

This is not only an important book for advertisers. It's a timely book for all leaders. Cobb offers a practical guide to leading effectively in the next decade of business. Surfing the Black Wave offers a tremendous metaphor for how leaders will rise and fall under the great innovation surge breaking through in digital marketing.

Buy Surfing the Black Wave: Brand Leadership in a Digital Age on Amazon today.

Early praise for Surfing the Black Wave
"At Chick-fil-A, we believe our success in digital marketing will not be measured by the sales we can get, but rather how these changing tools can be used to create additional value for our customers. If we give generous value to our customers, we believe they will generously pay us back. Dan's book boldly proves out the science behind this belief. He shows us practical solutions and real world examples you can use today. Don't miss this wave! " --David Salyers, V.P. of Marketing, Chick-fil-A

"Today's leaders are silently frozen, directionless in navigating the trendy waves of digital marketing. Dan came alongside our teams at Microsoft and provided prescriptive guidance through unchartered waters. Surfing the Black Wave establishes a vision of the future for building the brands that will lead the world. Don't traverse the next business decade without this book." --Frank Riviera, Director of Productivity Sales, Microsoft

"Dan Cobb is one of the brilliant creative minds of our time... I am continually impressed by his quick grasp of the changing consumer landscape and his ability to create breakthrough messages that resonate in both form and function. Surfing The Black Wave is another bold step in the evolution of marketing." --Liz Schnell, V.P. of Brand Strategy, Henry Ford Health System

Price: $24.95
Hardcover: 336 pages
Publisher: Daniel Brian Publishing, LLC; 1st Edition edition (February 13, 2017)
Language: English
ISBN-10: 099801060X
ISBN-13: 978-0998010601

About Daniel Brian Cobb, CEO/Chief Strategy Officer, Daniel Brian Advertising
For almost 30 years, Daniel has had the pleasure of advising and working with some of the world's most remarkable and fastest growing brands (Disney, Warner Bros., Domino's Pizza, Hungry Howie's Pizza, Chick-fil-A, Microsoft, Henry Ford Health System, Citizens Bank, among others).

With a corporate purpose of, "Better brands for a better human condition," Daniel believes success is a science that follows a worthy contribution to society, rather than the clever use of social manipulation.

Frustrated with the limitations of traditional advertising, Daniel built DBA with the intent to reinvent advertising to this end. Today, DBA is a leading agency, serving some of the fastest-growing businesses in health care, retail, food, finance and branded entertainment marketing.

Visit danielbrian.com to learn more.

If you would like more information about Daniel Brian Cobb or Surfing the Black Wave, please contact Alyssa Webb by email at [email protected].

SOURCE Daniel Brian Advertising

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