Brandscaping with Author and Marketer Andrew Davis

Andrew Davis

Andrew Davis, author of Brandscaping, brings personality to marketing.

Andrew Davis is the guy you want on your marketing team. He’s smart, passionate, funny, and has an uncanny knack for nailing it.

His book Brandscaping: Unleashing the Power of Partnerships captures the essential rules of modern digital marketing. And if you had to distill it down to just one idea, it would be that marketing isn’t for loners. These days, you have make some friends and try new things.

And Andrew Davis is very good at identifying good partnerships and great marketing. In his book, he writes about large and small companies that are discovering new customers, simply by thinking beyond their traditional owned, earned, and, well, whatever campaigns.

He is like your favorite coach who both applauds you for reaching a new personal best, but also suggests that you can do better. He deconstructs successful campaigns, admires the work, and then suggests clever ways to make it even better. He’s smart, nimble, and it comes through on every page of his book.

But Andrew Davis is more than a writer. He’s also a surprisingly good speaker. When I met him this year, we were participating in a series of videos for Content Marketing Institute.

At Content Marketing World 2013, Andrew delivered a presentation on Brandscaping: The Secret to Unlocking Bigger Content Marketing Budgets and Driving Faster Results, and was the highest rated presenter at the conference. Not bad, considering the marketing legends at the event.

Despite his non-stop speaking schedule, Andrew found time to participate in an email interview with me.

BUDDY SCALERA: First, can you tell me what your book Brandscaping is all about?

ANDREW DAVIS: Brandscaping is all about leveraging the audiences of others to more effectively and efficiently sell your products and services. Essentially the entire book asks you one question: who already has your next customer as their current customer? Thinking this way opens up tons of new opportunities to work together, creating content that both your audiences will find valuable.
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Interview with “Likeonomics” Marketing Author Rohit Bhargava

Author Rohit Bhargava

Author Rohit Bhargava with his second book “Likenomics.”

Every once in a while, you read a business book and it becomes obvious that what you’ve been doing is…wrong. You know at that moment that you need to start doing things differently.

I had that feeling the first time I read “Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back” by Rohit Bhargava. At the time, Rohit was a co-worker at Ogilvy and I was reading the book as a professional courtesy. I mean, sure, he was a smart guy, super nice, and seemed to understand marketing, but I wasn’t expecting much. Most marketing books are bland and theoretical. Short on insight and long on catchphrases.

But Rohit’s book was different. It was clear that Rohit had taken great pains to write a book that went beyond basic theories social media and marketing. It was an insightful, actionable book that is as relevant today as when it was published in 2008.

In his second book, Rohit tackles a range of marketing topics. The umbrella concept of “Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action” (2012) is “likeability,” but that’s just part of the story. He shares case studies and anecdotes that reveal why believability and trust are so powerful for brands. Continue reading