内容简介
“B.J. Bueno and his team at The Cult Branding Company respectand understand what so many strategists miss: before we can beexperts on product, sales, or the market, we must fi rst be expertson human nature. They have a proven track record of buildinghealthy, sustainable businesses for some of the best brands in theworld—using the very process outlined in this book.” —BERT JACOBS,chief executive optimist, The Life is good Company “B.J. Bueno yetagain deftly captures the essence of what is required to build andsustain a great brand. If you want to attract and retain highlyprofi table “brand lovers” rather than stalk new customers, thencarefully read this book. B.J. wisely outlines why this is vitaland importantly, how to actually do it in today’s marketplace! —DARRYL “DC” COBBIN, president, Brand Positioning Doctors, andformer VP of Marketing, 20th Century Fox “Customers First tells thetruth. I got a shiver up my back reading this book: What if mycompetitors read this and follow B.J.’s advice? I don’t care whatsize business you run, you could and should do exactly as this bookinstructs. As I was reading, I kept thinking of ways to get mycustomers to tell me how to be better.” —DAVID RATNER, owner,Dave’s Soda and Pet City MASTER THE SCIENCE OF MARKET DOMINATION…Brand Lovers are the best of your best customers. They powerHarley-Davidson to the top of the enthusiast motorcycle market;they’re the core of Apple’s dominant position in portable devices;and they’re the reason why no other premium grocery chain can takea bite out of Whole Foods’ market share. Customers First, by topbranding strategist B.J. Bueno, shows how your business willachieve this level of extreme customer loyalty through BrandModeling, the objective and scientific analysis of yourorganization’s performance across a wide range of situations. Anaccurate Brand Model will arm you with hard data to pinpoint andengage your brand’s most passionate customers—and give you anaction plan for inspiring and empowering these Brand Lovers to beyour most effective evangelists. Much more than a summary of whoyou are and what you do, a Brand Model maps your business’s DNA tohelp you build an unbeatable competitive advantage. Throughexamples of real-world success stories—among them, IKEA, Nike,Coca-Cola, apparel upstart The Life is good Company, Starbucks, andSouthwest Airlines— and a detailed sample case study that showseffective Brand Modeling practices in action, Customers Firstdelivers strategic insights and proven techniques for you to:Differentiate your products in ways that are meaningful to yourbest customers Drive growth by creating brand extensions that are anatural fit with your existing products Significantly improvemarketing ROI by avoiding customers not interested in your brandVisually and verbally communicate brand values that resonate withyour best customers Brand Modeling evolves the current state ofmarketing to a new level of sophistication. In Customers First,B.J. Bueno shows how to use this critical tool to eliminateguesswork from your marketing efforts and focus more clearly onunderstanding (and pleasing) your most valuable ally in the battlefor market dominance: The Brand Lover. B.J. BUENO is founder andmanaging partner of The Cult Branding Company, the premiere BrandModeling and consumer insight research firm. He is a board memberof the Retail Advertising and Marketing Association and a member ofthe Chief Marketing Officers board for international retailers.