Every day more and more books are coming out on Marketing.
Some of them reiterate commonly accepted theories on advertising, branding, product quality, customer service and so on and so forth.
Some other books are intended to create enough hype and amusement in order to get attention.
That's the reason RELEVANCE: Making Stuff That Matters is a breath of fresh air.
Tim Manners starts with a postulate that many Best Practices of Management of the past don't have any relevance in today's times.
He concentrates his observations on "What really makes brands pertinent".
The book is structured in three parts - Problems, Solutions and "What success looks like".
The book is full of case studies from dozens of brands and deep insights from more than 50 marketing executives.
What makes brands great, says Manners is "the pursuit of happiness".
If you get the right people innervated in the right way and you have a brand that people can trust, then you don't have any issue.
Manners takes a dig at traditional advertising because it doesn't connect to the people in the core of their heart.
Instead he recommends that marketers should make an investment in their customer's real life experiences.
This means taking a fresh look at the advertising medium which should be more conversational and interactive.
He cites example of companies like Starbucks which uses word of mouth, sampling, and great customer service rather than advertising to generate customer loyalty and growth.
He recommends innovative ways of reaching the customer through Blogs, Vlogs (Video Logs) in order to engage them.
Manners presents extensive case studies on other aspects of relevance like Innovation, Investment, Value, Design, Experience and usability with a special emphasis on Designing of the product.
RELEVANCE is a great book, divided into short segments of information that will make it easy for a busy executive to read it in digestible nuggets.
The concluding bulleted list of "Certain Secrets of Relevant Brands" provides a condensed summary of the main points covered in the book.
RELEVANCE is likely to be a very relevant read for anyone responsible for marketing a product or service or an entrepreneur who has just started.
Some of them reiterate commonly accepted theories on advertising, branding, product quality, customer service and so on and so forth.
Some other books are intended to create enough hype and amusement in order to get attention.
That's the reason RELEVANCE: Making Stuff That Matters is a breath of fresh air.
Tim Manners starts with a postulate that many Best Practices of Management of the past don't have any relevance in today's times.
He concentrates his observations on "What really makes brands pertinent".
The book is structured in three parts - Problems, Solutions and "What success looks like".
The book is full of case studies from dozens of brands and deep insights from more than 50 marketing executives.
What makes brands great, says Manners is "the pursuit of happiness".
If you get the right people innervated in the right way and you have a brand that people can trust, then you don't have any issue.
Manners takes a dig at traditional advertising because it doesn't connect to the people in the core of their heart.
Instead he recommends that marketers should make an investment in their customer's real life experiences.
This means taking a fresh look at the advertising medium which should be more conversational and interactive.
He cites example of companies like Starbucks which uses word of mouth, sampling, and great customer service rather than advertising to generate customer loyalty and growth.
He recommends innovative ways of reaching the customer through Blogs, Vlogs (Video Logs) in order to engage them.
Manners presents extensive case studies on other aspects of relevance like Innovation, Investment, Value, Design, Experience and usability with a special emphasis on Designing of the product.
RELEVANCE is a great book, divided into short segments of information that will make it easy for a busy executive to read it in digestible nuggets.
The concluding bulleted list of "Certain Secrets of Relevant Brands" provides a condensed summary of the main points covered in the book.
RELEVANCE is likely to be a very relevant read for anyone responsible for marketing a product or service or an entrepreneur who has just started.
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