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Forget everything you've been told about maximizing Lifetime
Customer Value. To take your business to the next level, you need a
brand strategy that's focused on attracting new customers, not
exploiting existing ones. In this transparent digital age, smart
business leaders know that profitable growth comes from helping
customers, not exploiting them. Attractive Thinking sets out a
ground-breaking methodology, developed during 30 years' experience
transforming brands for Pepsi, Mars, Miracle Gro and many high-end
service businesses, to achieve exactly that. Discover the five key
questions you must answer to create a better brand strategy and the
tools to deliver it: clarity on what matters to customers; products
and services that customers love; marketing that attracts them; and
a team that is committed to delivering it. Attractive Thinking is a
practical handbook for CEOs, managing directors and marketers who
want to make the big-brand techniques work for them.
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