{"product_id":"stop-listening-to-the-customer-isbn-9780730370574","title":"Stop Listening to the Customer","description":"\u003cp\u003e\u003cb\u003eDon't let the customer get between you and building a strong valued brand\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIf 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. \u003ci\u003eStop Listening to the Customer\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e \u003cp\u003eMulti-award-winning brand strategist and consumer psychologist Adam Ferrier shares his contrary approach to building a strong brand in \u003ci\u003eStop Listening to the Customer\u003c\/i\u003e. 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eAvoid the pitfalls of drowning in customer data\u003c\/li\u003e \u003cli\u003eEstablish a strong, brand-led business\u003c\/li\u003e \u003cli\u003eDevelop a unique brand by embracing and leveraging your weaknesses\u003c\/li\u003e \u003cli\u003eDefine your brand\u003c\/li\u003e \u003cli\u003eGet your customers to invest into you\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eStop Listening to the Customer\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eDedications and thanks ix\u003c\/p\u003e \u003cp\u003ePreface: getting from awkward to awesome xi\u003c\/p\u003e \u003cp\u003eIntroduction xv\u003c\/p\u003e \u003cp\u003e1 Stop the consumer obsession 1\u003c\/p\u003e \u003cp\u003e2 Consumers lie 13\u003c\/p\u003e \u003cp\u003e3 Listening to the consumer eliminates value 29\u003c\/p\u003e \u003cp\u003e4 Listening to the consumer makes your business homogeneous 47\u003c\/p\u003e \u003cp\u003e5 They who hear their brand 65\u003c\/p\u003e \u003cp\u003e6 Create the category 81\u003c\/p\u003e \u003cp\u003e7 Define the brand 89\u003c\/p\u003e \u003cp\u003e8 Gonzo marketing 1: Fire the CEO 111\u003c\/p\u003e \u003cp\u003e9 Gonzo marketing 2: Put the customer second 123\u003c\/p\u003e \u003cp\u003e10 Embracing the negative 133\u003c\/p\u003e \u003cp\u003e11 Creating weakness 151\u003c\/p\u003e \u003cp\u003e12 Ask what your consumer can do for you 165\u003c\/p\u003e \u003cp\u003e13 The closing argument 173\u003c\/p\u003e \u003cp\u003eAppendix: The ‘how cool are you’ questionnaire 177\u003c\/p\u003e \u003cp\u003eAbout the authors 181\u003c\/p\u003e \u003cp\u003eEndnotes 183\u003c\/p\u003e \u003cp\u003eIndex 189\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eAdam Ferrier\u003c\/b\u003e is a multi-award-winning advertising creative, founder of the agency Thinkerbell and confestival s p a c e, a leading Australian consumer psychologist and creative strategist, a regular guest on Sunrise, The Project, and Gruen, and a renowned keynote speaker. He didn't listen to the customer when he wrote this book.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eThe customer is not always right. Far from it.\u003c\/b\u003e What the customer wants is often at odds with what is best for the business or brand. Adam draws on his years of creative agency experience, the wisdom of other voices, as well as marketing science to outline the dangers of listening to the customer too much and reveals what you can do about it. \u003cb\u003eThis book will show you how to build a strong brand or business.\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990090432741,"sku":"NP9780730370574","price":22.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780730370574.jpg?v=1761786475","url":"https:\/\/k12savings.com\/products\/stop-listening-to-the-customer-isbn-9780730370574","provider":"K12savings","version":"1.0","type":"link"}