If you’ve ever argued with a colleague about why the details of each point of communication with your customers really matter, read this and pass it around the office. Branding expert Craig Wilson’s engaging text explains the importance of forging strong relationships with your customers and of aligning your company’s principles with those of your clientele. Wilson, a branding expert, shares his observations and shows how to convert prospective customers into ardent, loyal fans – all while running an environmentally and financially sustainable business. He provides actionable resources to ensure long-term, profitable customer relationships. Some of his language is moving and effective, though it may feel more poetic than practical, and the book’s structure can be clumsy. But the content overrides any minor issues. getAbstract recommends this manual to entrepreneurs, business students and professors, brand managers, anyone in customer relations or marketing, and those who prioritize environmental or social issues.
In this summary, you will learn
- Why you should align your brand and its principles with your customers’ principles,
- How to establish loyal customer relationships and “purposeful connection,”
- How to create a functional “Brand Ecosystem” and
- What pitfalls you should avoid when working with customers.
About the Author
Entrepreneur Craig Wilson worked at Patagonia in product marketing and joined its Internet Group. He consults on brand development and strategy, direct marketing and consumer loyalty.