About The Book
Every industry around the globe is being completely disrupted. Stalwart brands are losing market share to upstarts that capture our collective consciousness. Trillions of dollars are at stake.
Brands know a new approach is needed. But most don’t realize the strategic underpinnings need to change. Great brands are no longer built through interruptive advertisements.
Friction argues that brands don't simply need clever messages or new, shiny technologies. They need a fundamental change in strategy. Friction provides a system for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth.
About The Authors
Jeff Rosenblum and Jordan Berg are Questus founders, documentary filmmakers and industry disruptors.
They have worked with some of the world’s most influential brands including American Express, Apple, Bloomberg, Capital One, Discovery Channel, Disney, Driscoll’s, General Mills, Ford, ESPN, Suzuki Motorcycles, The NFL, Universal Orlando and Verizon.
They created The Naked Brand, a documentary about the advertising revolution, and have won some of the marketing industry’s most prestigious awards.