Summary of All About Them

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Toyota, Starbucks, Verizon Wireless and other companies succeed because they are consumer-oriented and their branding touches people’s emotions. Such firms don’t focus on what they want; they focus on what their customers want and how they make their customers feel. Branding expert Bruce Turkel discusses how companies profit by advertising their focus on their customers. He recognizes that the product you sell isn’t necessarily why your customers buy from you. Instead, they look for how you make them feel and why you’re different. Your job is to find your “authentic truth,” the factor that separates you from the pack. Turkel’s use of buzzwords and acronyms, especially the use of so many acronyms, gets to be a bit much, but his core message about customer focus is strong and sensible. getAbstract recommends his actionable advice to small business owners, entrepreneurs, and marketing and advertising professionals.

About the Author

Branding specialist and consultant Bruce Turkel contributes weekly to Fox Business Channel and has appeared on CNN and ABC as a branding and marketing expert.



Instant Feedback from “Instant-On” Consumers

Today’s Instant-On consumers want great goods and services, and they want them immediately. They check their smartphones constantly, feel exasperated if they have to wait and get upset if a Wi-Fi connection is slow. Instant-Ons book hotels, airfare and restaurant reservations online and communicate with their friends via social media.

In the late 1990s, if you checked in to a hotel and found a bug in your bathtub, you complained to the front desk. If you were still upset when you got home, you wrote a letter to the hotel manager and, three weeks later, received an apology. If this happened 10 years ago, you would have sent the manager an email from your home desktop computer. Five years ago, you would have sent the same complaint from your laptop or tablet. But now, you’d take a picture of the bug with your smartphone and share it online instantly with 1,000 of your friends. If you were even more upset, you’d upload the picture and complain via Yelp and TripAdvisor. The hotel would lose business within minutes, especially if the management didn’t address the problem immediately.

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