Stop Listening to the Customer: Try Hearing Your Brand Instead - Softcover

Ferrier, Adam

Softcover

ISBN 10: 0730370577 ISBN 13: 9780730370574

Verlag: Wiley, 2020

Inhaltsangabe

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.

Über diesen Titel

Über die Autorin bzw. den Autor

Adam Ferrier is a multi-award-winning advertising creative, founder of the agency Thinkerbell and confestival s p a c e, a leading Australian consumer psychologist and creative strategist, a regular guest on Sunrise, The Project, and Gruen, and a renowned keynote speaker. He didn't listen to the customer when he wrote this book.

Von der hinteren Coverseite

The customer is not always right. Far from it. What the customer wants is often at odds with what is best for the business or brand. Adam draws on his years of creative agency experience, the wisdom of other voices, as well as marketing science to outline the dangers of listening to the customer too much and reveals what you can do about it. This book will show you how to build a strong brand or business.

Aus dem Klappentext

The customer is not always right. Far from it. What the customer wants is often at odds with what is best for the business or brand. Adam draws on his years of creative agency experience, the wisdom of other voices, as well as marketing science to outline the dangers of listening to the customer too much and reveals what you can do about it. This book will show you how to build a strong brand or business.

Details zur Ausgabe

• Verlag: Wiley
• Erscheinungsdatum: 2020
• Sprache: Englisch
• ISBN 10: 0730370577
• ISBN 13: 9780730370574
• Einband: Taschenbuch
• Auflage: 1
• Anzahl der Seiten: 224
• Kontakt zum Hersteller: Wiley-VCH GmbH; product_safety@wiley.com; ; Boschstrasse 12; Weinheim; 69469; Deutschland