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Relevance : the power to change minds and behavior and stay ahead of the competition / by Andrea Coville and Paul B. Brown.
- Format:
- Book
- Author/Creator:
- Coville, Andrea, author.
- Brown, Paul B., author.
- Language:
- English
- Subjects (All):
- Competition.
- Meaning (Psychology)--Social aspects.
- Meaning (Psychology).
- Consumer behavior.
- Physical Description:
- 1 online resource (111 pages) : illustrations
- Edition:
- 1st edition
- Other Title:
- Power to change minds and behavior and keep you ahead of the competition
- Place of Publication:
- Boca Raton, FL : Routledge, an imprint of Taylor and Francis, [2016].
- Language Note:
- English
- System Details:
- text file
- Summary:
- Today, when companies and customers are faced with an infinite number of messages, the word "relevance" has taken on a new meaning and dimension. We know that relevance matters, but what does that mean exactly? Andy Coville guides leaders and executives toward the realization that if they can focus on a single, guiding principle--a magnetic one--that permeates their brand or company, customers will not only engage but change thinking and behavior in turn. Relevance takes us through the dimensions of relevance--both qualitative and quantitative--in order to find the starting point on the Relevance Scale: where we are and where to go from here. The book walks the reader through the elements of staying relevant as well as the circumstances that contribute to establishing a relevance platform. The author offers many examples as well as explaining messaging strategies. Whether you are working with a consumer product, a nonprofit, or a B2B company, Andy Coville believes you, your brand, or your company have the power to change and influence behavior and make an impact.
- Contents:
- Are you relevant?
- Everything is personal
- Dimensions of relevance (I): quantitative
- Dimensions of relevance (II): qualitative
- Dimensions of relevance (III): circumstances
- Why are we making this effort?
- How to become (and stay) relevant
- Relevance and innovation
- How to become irrelevant
- How to regain relevance.
- Notes:
- Bibliographic Level Mode of Issuance: Monograph
- Includes bibliographical references and index.
- Description based on print version record.
- ISBN:
- 9781315230061
- 1315230062
- 9781351860932
- 1351860933
- 9781937134839
- 1937134830
- OCLC:
- 1014350597
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