Which matters more, the marketing or the customer?
Fifty years ago the emphasis was firmly on the marketing.
Campaigns were flung out at vast groups of indistinct consumers
with the aim of directly influencing their behaviour.
Half a century later things could not be more different.
Marketers now closely examine the needs and passions of individuals
as a basis for delivering a brand experience in tune with their
lives. This shift has created an urgent need to 'comprehend the
consumer'. And the only way to achieve this is to draw on insights
delivered through market research.
Based on a unique 'spectrum of needs' for understanding how
people interact with brands - what they want from them, how they
judge them and ultimately what makes them buy them - "Brands Laid
Bare" uncovers the truth beneath the marketing rhetoric.
Kevin Ford provides a practical checklist for accurately
assessing your brand's health and a template for comparison of
brands across categories, delivering an unprecedented level of
understanding for market researchers and advertisers alike.
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