In their book, Brand Shift: The Future of Brands and Marketing, David Houle and Owen Shapiro deliver a powerful and persuasive look at how cultural change and accelerating technological advancement will affect brands and marketing in the years ahead. Through a fascinating study of the history of brands and a detailed, cogent analysis of current trends, the authors unveil a compelling forecast of how brand marketers will need to meet the novel demands of branding in the 21st century. Business leaders who intend to successfully engage the future will find this book an invaluable resource. The Internet of Things is evolving a new kind of collective consciousness, one which demands that brand marketing embrace and leverage the ensuing inevitable social changes. Big Data and the future of human communications have profound implications for brands and marketing. Brands that embrace and reflect these transformations have the potential to assume ever more important roles in our society, engendering life style enhancements for consumers through trust and a commitment to serving the greater
David Houle is a futurist, thinker and speaker. Houle spent more than 20 years in media and entertainment. He has worked at NBC, CBS and was part of the senior executive team that created and launched MTV, Nickelodeon, VH1 and CNN Headline News
Houle has won a number of awards. He won two Emmys, the prestigious George Foster Peabody award and the Heartland award for “Hank Aaron: Chasing the Dream”. He was also nominated for an Academy Award.
Houle is consistently ranked as one of the top futurists and futurist keynote speakers on the major search engines and in the world today. In the last three years he has delivered keynotes on six continents and twelve countries. He is often called “the CEOs’ Futurist” having spoken to or advised 2,000+ CEOs and business owners in the past four years.
Owen Shapiro has always been fascinated with how people ‘make up their minds,’ which has lead him to pursue a diverse range of research and discovery projects both in academics and in business. Shapiro is a market researcher, strategist and speaker and spent more than 30 years in customer insights and market strategy. He has a career-long interest in helping launch innovative start-up companies, working across a wide range of industries, including retail, financial service, consumer products, government and business services. He has worked with and supported the teams that built some of the U.S.’s major well-known brands, including Staples, PetSmart, Sports Authority, Ulta and Five Below.
Drawing on his combination of real-world experience with clients, his training in social science theory and his grounding in research method, Shapiro speaks pro-bono at University of Chicago classes, where he received his MA and MBA, and is involved in the startup community in Chicago through groups such as Hyde Park Angels.