Beyond the Brand: Why Engaging the Right Customers Is Essential to Winning in Business

By John Winsor
Branding reached its zenith in the dot-com era, when as much as 90 percent of the venture capital raised by start-ups was budgeted simply to establish corporate identity and earn a spot in the public's awareness. Since then, however, it has become increasingly clear that companies were approaching things backwards. And so the time has come to adopt a new set of objectives - to move Beyond the Brand. developed a brand immune system that only magnifies the problems involved with branding today. Instead of focusing on branding efforts, he explains, companies must learn to use bottom-up tools to co-create new products and marketing strategies with their customers. It's about getting out in the streets and spending time with right customers in their worlds, creating essential foundations for breakthrough innovation. Idea Virus - have highlighted the importance of certain customers in the marketplace, Beyond the Brand takes readers one step further, providing case studies, as well as practical step-by-step methods to engage these key voices in a dialogue that can fuel real product and marketing innovation. Readers will learn: The Eight Steps to develop a bottom-up strategy; How to identify and find new ways to listen to the key voices in the marketplace; How to hone intuition and find inspiration to drive innovation; How to find the company's center of gravity; The tools John Winsor outlines in Beyond the Brand are the very ones his company, Radar Communications, uses to help some of the most forward-thinking companies today - from Hewlett-Packard to Nike - to develop more aggressively innovative growth.


NEWS & OPINION: Reviews of Beyond the Brand

Posted February 17, 2005, 1:43 PM with category of Marketing & Sales
I ran across two more people have been talking about Beyond the Brand by John Winsor. We had John at the 800-CEO-READ blog in November. This link will get you to his first entry and you can page forward through his entries. Read more

NEWS & OPINION: The Decline of Brands

Posted November 18, 2004, 9:04 PM with category of Marketing & Sales
Check out James Surowieckis article in the November issue of Wired called, The Decline of Brands. Since 1991, the number of brands on US grocery store shelves has tripled. Last year the US Patent and Trademark Office issued an incredible 140,000 trademarks 100,000 more than in 1983. Read more

NEWS & OPINION: Thanks to Jack and Todd

Posted November 18, 2004, 2:19 PM with category of Marketing & Sales
My sincere thanks to Todd and Jack at 800-CEO-Read for having me to host the blog today! Since writing Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business, I have been touched and amazed by the outpouring of support from the business and marketing communities about the book. My goal was simple in writing Beyond the Brand. Read more

NEWS & OPINION: Week of November 15th

Posted November 15, 2004, 9:44 PM with category of Management & Workplace Culture
Welcome to a new week. We have all sorts of things planned this week. We are still running a selection of New Yorker Cartoons on the Excerpts Blog. Read more


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About the Hardcover

Publisher Dearborn Trade
Publish date 09/22/2015
Pages 269
ISBN-13 9780793188369
Language English

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