Friction: Passion Brands in the Age of Disruption

FRICTION is a marketing Revolution! I loved it the 1st time and the 5th time and and and . . . Naked Brand documentary debut in 2012 was my introduction to the heretical idea that the big flashy ads created for some big fancy Brands might be a slightly overstated, even misleading. Though I had held that belief for quite some time, seeing it on screen and later in print, I thought to be seriously risky. Naturally, I applauded the brave creators wondering if change could possibly follow. FRICTION follows 5 years later after thorough & extensive research by Jeff and Jordan. Ratings and Reviews have dramatically outpaced big flashy ads they report. Real stories of really brave companies creating platforms that fight all that information overload & disruption with engagement and transparency are engagingly relayed. Truth about the products, the good & the bad, were boldly stated along declarations from these companies about their real agendas. What the heck? Advertisers are called upon to be Authentic encouraging Apostles. What a concept! Thank you Jeff Rosenblum & Questus Team

“Friction” is a look back at how marketing and branding has evolved, and how certain types of brands have stayed relevant against their competition and won in the survival of the fittest world of advertising. The author introduces to us a new idea called passion brands, and explains how passion brands have and continue to dominate the market because of their uniqueness. The author explains how passion brands are revolutionizing the way we should be looking at branding, and that we must combat “friction”. Anyone interested in making their own brand or simply learning about how they work should be interested in this book. The author makes everything about a once-confusing world of advertising seem incredibly comprehensive and understandable.

When you first crack open the book, it is clear that someone was asked to make it look artistic. You know, pages with a full flood picture and three large words over it and so on. And for the first half of the book you start to wonder if all of this isn't stuff you already know. Then towards the back, it kicks in with some sound advice and actionable ideas. Overall, I enjoyed this book and it was a pretty quick read too.

If you are looking for a dry, stat filled business book about brands, this is not the book. Friction is fluid and engaging. The book gets to the point...Connecting real life examples to how people truly interact and perceive. As we know, perception is reality. There are plenty of practical "aha" or interesting points. I have dogged ear and highlighted several examples to implement at design firm....I also think this can be a great toolbox for smaller, non profits who are establishing themselves. These focused strategies outlined will serve any and all....I am buying a few additional copies to hand out Chair\Exec Directors of the boards I am on....Great work to the authors.

It’s not often you get so much fun together with so much thought. Berg and Rosenblum understand (and clearly state) that in order to persuade, you need to first be an interesting storyteller, and they’re certainly that. There are so many great anecdotes and good examples to keep things flowing. I also like how they reveal their own personal formula for creativity in a digital age. They have, of course, helped build passion brands through empowering experiences, and it’s interesting to find how seriously they take the idea of nurturing personal creativity and neurological health. There are good lessons here for any creative person, including those who don't work in marketing and advertising. It's great stuff.

Removing friction is going to be key as you move forward and pull traditional (i.e.interruption-based”) brand advertising out of the marketing mix. Understanding how to do it is going to be table stakes for brands and agencies. Jeff Rosenblum’s “Friction” helps point out where friction is caused and how to remove it wherever possible. It helped me think differently about advertising and marketing and how to strategically move the levers to the machines we have at our disposal. Successful brands are going to be those that remove as much friction as possible from the system and directly communicate value and values to their customers. “Friction” outlines both the current landscape and issues causing friction as well as some guidelines on how to remove it where you can. This book lays the groundwork for the next inflection point in marketing.

This book gives the reader a global introduction to brands, observations on a current "movement", and a few examples of passion brands. It doe not pose a theory, a system or even a path as to how to emotionally ground an wrap your work, business or concept into a brand . . . What it does tell you how to do, which is very funny and kind of useful, is how to build a good presentation. Is this book useful? - If you are just delving into the subject, yes it can be useful Will it help me develop my brand? - No process is stated for doing so, but it will help you understand a few things about the Patagonia brand and the current shift that exists in the economy from commercial based brands to meaning based brands. Happy Reading

Fantastic read on a topic that more companies need to understand. Jeff and Jordan give clarity to a myriad of problems that brands face as they try to navigate the often murky waters of our current markets. Both easy to read and deeply thought provoking. I cannot recommend this enough if you are in the world of advertising. It also reads great if you are just interested in how media and technology are making our cultures change at a fantastic pace.

Super recomendable

Simply written, the author knows exactly how much data to deliver to back the argument without making it a chore to get through.

That's a good book, we learn how nowadays how friction work and how we can use it to develop our brand.

superb book, content is fresh and current.

El libro es bueno y fácil de leer. Maneja conceptos interesantes respecto a tener un enfoque al cliente desde el punto de vista de buscar una causa noble que identifique a tu mercado meta y brindarle una experiencia en su compra, para fidelizarlo emocionalmente y no solo comercialmente (precio y/o calidad, obligatorio). un capitulo habla de como fomentar liderazgo y tips para fomerntar la creatividad.