Winner of the 800-CEO-READS Best Marketing Book of 2015 Why do some
companies create such strong affection for their brands that their
customers are compelled to become active brand champions? Is there
a secret? The Compass and the Nail presents an unconventional
perspective of how particular organizations create rabid fan bases,
in turn making them more successful and more profitable. Written by
Patagonia’s former lead strategist for consumer marketing, and
advisor to such iconic brands as Seventh Generation and Burton
Snowboards, Craig Wilson outlines game-changing insights for
providers of any product or service who desire fiercely loyal
behavior. Wilson’s narrative is one of cultural empathy and
thought disruption critical to the new global economy. It is a
practical model that defines how companies, governments, and
institutions relate to their end users. By illuminating the
phenomenon of following,” and how it can be methodically applied
to a larger context, this book demonstrates how those relationships
can be refashioned to optimize human interactive experience. It
challenges us to use our economic powers for good to design the new
Responsible Economy in an effort to save the planet. If companies
realize consumers don’t buy what you do, they buy why you do
it,” Wilson shows us how.
General
| Imprint: |
Rare Bird Books
|
| Country of origin: |
United States |
| Release date: |
March 2023 |
| Authors: |
Craig Wilson
|
| Dimensions: |
215 x 139 x 25mm (L x W x T) |
| Format: |
Hardcover
|
| Pages: |
280 |
| ISBN-13: |
978-1-64428-232-8 |
| Categories: |
Books >
Business & Economics >
General
|
| LSN: |
1-64428-232-1 |
| Barcode: |
9781644282328 |
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