Stop listening to the customer : try hearing your brand instead / Adam Ferrier ; with Jen Flemming.

Format:

Book

Author/Creator:

Ferrier, Adam, author.

Contributor:

Fleming, Jennifer (Jennifer A.), contributor.

Language:

English

Subjects (All):

Branding (Marketing).

Physical Description:

1 online resource (xx, 198 pages) : illustrations

Edition:

1st edition

Place of Publication:

Milton, Queensland : Wiley, [2020]

System Details:

text file

Summary:

Don't let the customer get between you and building a strong valued brand If you want to stand out from the crowd, develop a clear and consistent brand voice, and ultimately build a fruitful business – listen to your brand. Stop Listening to the Customer offers insights into how consumers are driving homogeneity in brands and shares the proven strategies you can implement to amplify your own position in the world. The customer is not always right. In fact, our obsession with the customer risks devaluing brands by making them generic and forgettable. Brands have become too consumer-led, where they are driven by journey-mapping, customer-centric design, and an excessive focus on consumer-driven data. Instead try redressing the balance, and be brand-led, where brands and businesses can truly become unique, interesting and highly profitable. Multi-award-winning brand strategist and consumer psychologist Adam Ferrier shares his contrary approach to building a strong brand in Stop Listening to the Customer . Backed by science, real-world examples and extensive industry experience, Ferrier explores the dangers of listening to the consumer too much, shares lessons from successful businesses who prioritise their brand, and reveals the brand-building secrets of their success. With insights from Jules Lund, Lisa Ronson, John Newcomb, Rory Sutherland, and many more, this invaluable book will enable you to: • Avoid the pitfalls of drowning in customer data • Establish a strong, brand-led business • Develop a unique brand by embracing and leveraging your weaknesses • Define your brand • Get your customers to invest into you Stop Listening to the Customer is ideal for those looking to grow their brands and businesses by defeating consumer-driven mediocrity, standing out from the crowd, and listening their own brand.

Contents:

Stop the consumer obsession

Consumers lie

Listening to the consumer eliminates value

Listening to the consumer makes your business homogeneous

They who hear their brand

Create category

Define the brand

Gonzo marketing 1: Fire the CEO

Gonzo marketing 2: Put the customer second

Embracing the negative

Creating weakness

Ask what your consumer can do for you

The closing argument.

Notes:

Description based on print version record.

Includes index.

Includes bibliographical references and index.

ISBN:

9780730370611

0730370615

9780730370628

0730370623

OCLC:

1222919891