Stop Listening to the Customer : Try Hearing Your Brand Instead 1st Edition Adam Ferrier

Stop Listening to the Customer : Try Hearing Your Brand Instead 1st Edition Adam Ferrier- Ebook Instant Download/Delivery ISBN(s): 9780730370574,9780730370611,9780730370628,0730370577,0730370615,0730370623

Product details:

• ISBN 10: 0730370623
• ISBN 13: 9780730370611
• Author:Adam Ferrier

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.

Table contents:

1 Stop the consumer obsession

2 Consumers lie

3 Listening to the consumer eliminates value

4 Listening to the consumer makes your business homogeneous

5 They who hear their brand

6 Create the category

7 Define the brand

8 Gonzo marketing 1: Fire the CEO

9 Gonzo marketing 2: Put the customer second

10 Embracing the negative

11 Creating weakness

12 Ask what your consumer can do for you

13 The closing argument

People also search:

how to deal with annoying customers

listening to customer complaints

don’t listen to your customers – do this instead

customer service listening

e-stop troubleshooting