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Attractive Thinking
The five questions that drive successful brand strategy and how to answer them
English
23 b
Forget everything you've been told aboutmaximizing Lifetime Customer Value. To take your business to the next level, you need a brand strategythat's focused on attracting new customers, not exploiting existing ones. In this transparent digital age, smartbusiness leaders know that profitable growth comes from helping customers,not exploiting them. Attractive Thinkingsets out a ground-breaking methodology, developed during 30 years' experiencetransforming brands for Pepsi, Mars, Miracle Gro and many high-end servicebusinesses, to achieve exactly that. Discover the five key questions you mustanswer to create a better brand strategy and the tools to deliver it: clarityon what matters to customers; products and services that customers love;marketing that attracts them; and a team that is committed to delivering it. AttractiveThinking isa practical handbook for CEOs, managing directors and marketers who want tomake the big-brand techniques work for them.
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