Marketing needs reinventing.
Where once brands were images created by advertising, in today’s connected world it’s the customer experience (and the sharing of that experience) that now defines a brand.
The traditional marketing model no longer applies: delivering a great customer experience is a company-wide endeavor rather than just a marketing activity. A new approach to building and managing brands is needed.
That's why I published this book: to share the approach I've found to be successful in this environment.
I grew up in retail marketing, where brands have always been defined by the shopping experience they offer. I learnt the hard way that when your brand depends on the customer experience, you need to earn the loyalty of customers, and to have the whole business living and breathing the brand. Trained in the traditional marketing model, I had to develop a different approach, which forms the backbone of this book.
It's a short, sharp read for a busy world. There's no padding, just tools, insights and advice to enable you to rethink your marketing and your brand. It's built around a simple, but powerful framework to guide the creation of loyal brands, and shows how earning loyalty delivers a virtuous circle of growth.
So have a read, and start reinventing...