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.
