How long has it been since you came across a book that you want to read twice? This book, with its eye-catching cover featuring the title as an embossed leather patch on the backside of a pair of blue jeans, is that kind of book. Authors Richard D. Czerniawski and Michael W. Maloney created this organized guide for marketing professionals and wrote it in a way that lets every reader learn. You are always told what you are about to learn, you’re tested on that knowledge and then you are given real-life examples that reinforce the lesson. The authors debunk "established" methods, which they find condescending to marketing professionals. They believe that most marketers are tactically strong, but need to learn more about the strategic requirements of creating brand loyalty. getAbstract strongly recommends this book to senior managers, marketers, academics and - if you want to be savvy, too - consumers.
In this summary, you will learn
- How to generate brand loyalty through positioning and advertising;
- Why you must create a “need” for your product; and
- Why a brand reflects a connection between the company and consumer.
About the Authors
Richard D. Czerniawski and Michael W. Maloney are managing directors of Business Development Network, a marketing consulting firm. Among other brand-building services, they conduct the Strategic Positioning and Ad College, which has trained marketing managers from Johnson & Johnson, Xerox, Nabisco, Pizza Hut and other Fortune 500 companies.