Dave Norton, PhD.

Title

Founder and Principal

Stone Mantel

Years of Experience

14


Dave Norton, PhD.  |  02/28/2013

Creating Demand for Banking Solutions in a Digital Marketplace

This white paper dives into the "Jobs to Do" model, findings from the 2012 Deluxe Collaborative research and what it will take to effectively deliver what your customers want.

 

Collaborative Work

2003-2004, 2005-2006, 2008-2009

Dave Norton, Ph.D., is founder and principal of Stone Mantel, aninsights consultancy focused on finding the experiences that matter most to customers.

His research capabilities have been embraced by entities as diverse as Fortune 500 Internet businesses, small countries and multibillion dollar consumer goods companies. Numerous organizations with household brands, such as Campbell Soup Company, Royal Caribbean International, Smithsonian Institute, Wachovia/Wells Fargo and Yahoo!, as well as well-known destinations, like Anchorage, Colorado Springs and Pensacola, have turned to Norton for his indepth ethnographic research, insights on how to most effectively innovate new products/services and his unique ability to provide clients with a five-year competitive advantage.

Prior to establishing Stone Mantel, Norton served as vice president of Yamamoto Moss, a strategic branding firm, for nearly a decade. Internationally recognized as the thought leader on what makes
brand experiences meaningful, Norton has lectured at Harvard, Columbia Business School and at Fortune magazine’s annual summits. He was responsible for coining new mainstream marketing terminology like “brand truth” and “meaningful brand experience” to describe the shift from brand personality to purposeful branding that reflects current consumer demand for experience not just material goods.

Norton earned a bachelor’s of English degree from Brigham Young University. He completed graduate studies at Brigham Young University for a master’s in English, and studied persuasion/qualitative research methodologies at University of Minnesota for his Ph.D. in rhetoric. Additionally, for his work in helping to reshape the marketing/branding field, Brigham Young University named Norton a 2005 Honored Alumnus (the highest award BYU gives to alumni). This elite honor was bestowed on him as one of the youngest recipients—in the university’s history.

He has lectured at Harvard, Columbia, and other top universities. His seminar series on creating  meaningful brand experiences is one of the longest running series on experiential marketing.

Stone Mantel is a strategic partner with Deluxe on the Deluxe Collaborative as well as The Institute — a place and a way of thinking designed for senior-level financial industry executives who desire exclusive access to insights and innovative strategies that result in a competitive advantage. 

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