It takes healthy brands to succeed in today’s chaotic, fast-moving, competitive marketplace. Yet, marketers are confronted with, and their organizations are contributing to, an "age of sameness," where products and services are virtually indistinguishable. The result is that customers are commoditizing categories and discriminating principally on price. Offering more and/or enhanced features is not enough to win customers and create loyalty. It's high time to move beyond product marketing to embrace brand marketing.
COMPETITIVE POSITIONING Best Practices For Creating Brand Loyalty empowers marketing managers by sharing proven principles, insights from leading marketing practitioners, practical tools, and real-world examples, all of which will help you to successfully build your brand - a brand that will connect emotionally with the heart, and remain uppermost in your customers' minds. Step by step, you'll learn best practices that will enable you to develop a competitive positioning, the foundation of the brand, to meaningfully differentiate your offering from competition and create brand loyalty.
This highly practical and immediately applicable book is grounded in the real-life marketing experience of Richard D. Czerniawski and Michael W. Maloney, master brand builders, who have worked with leading companies throughout the world. They have contributed to the success of well-known leadership brands that have earned customer loyalty, including Folger's coffee, Coca-Cola Classic, and Doritos Tortilla Chips. Their experience spans, in addition to consumer brands, many other industries, including pharmaceuticals, medical devices, and financial services, to name a few. They have been involved with brands that millions of customers insist on buying in today's competitive marketplace.
For all marketing managers determined to break out of this age of sameness to create brands that win the minds and hearts of customers, COMPETITIVE POSITIONING - Best Practices For Creating Brand Loyalty is the essential first step.
COMPETITIVE POSITIONING Best Practices For Creating Brand Loyalty empowers marketing managers by sharing proven principles, insights from leading marketing practitioners, practical tools, and real-world examples, all of which will help you to successfully build your brand - a brand that will connect emotionally with the heart, and remain uppermost in your customers' minds. Step by step, you'll learn best practices that will enable you to develop a competitive positioning, the foundation of the brand, to meaningfully differentiate your offering from competition and create brand loyalty.
This highly practical and immediately applicable book is grounded in the real-life marketing experience of Richard D. Czerniawski and Michael W. Maloney, master brand builders, who have worked with leading companies throughout the world. They have contributed to the success of well-known leadership brands that have earned customer loyalty, including Folger's coffee, Coca-Cola Classic, and Doritos Tortilla Chips. Their experience spans, in addition to consumer brands, many other industries, including pharmaceuticals, medical devices, and financial services, to name a few. They have been involved with brands that millions of customers insist on buying in today's competitive marketplace.
For all marketing managers determined to break out of this age of sameness to create brands that win the minds and hearts of customers, COMPETITIVE POSITIONING - Best Practices For Creating Brand Loyalty is the essential first step.
