|About the Book|
Consumer engagement may be the most used phrase of this new marketing century, yet brands still struggle with how to define it, let alone actually achieve it.But any definition needs a starting point, and the Ideal for any product or service, theMoreConsumer engagement may be the most used phrase of this new marketing century, yet brands still struggle with how to define it, let alone actually achieve it.But any definition needs a starting point, and the Ideal for any product or service, the consumers core of the world of brands, is where certain understanding of loyalty and engagement begins. Properly measured, the Ideal and how brands measure up against it is predictive of consumer behavior - 9 to 18 months before it shows up in the marketplace.In this book you will find validated case studies demonstrating how measuring the consumers Ideal can be the most valuable benchmark you can have -- far exceeding any average of past performance, no matter how specific. And once you know the Ideal, you will know for certain what consumers think - as opposed to what they say they think - how they view the category in which you compete and how they will behave toward your brand. You will be able to predictively measure any marketing or communication effort: your brand, your brand in combination with various media platforms, programs or touch points, sponsorships, events, co-branding opportunities, and any brand advertising or marketing communication.Any brand, no matter the size, can profit from understanding the central principle behind the case studies in this book: that only a deep, consumer-generated understanding of what creates customer loyalty and engagement will take brands profitably into the future. Knowing what the consumer really expects, and what they are willing to believe will always get the greatest ROI.Real-world examples like Starbucks, Dove, Apple, Target - even Barack Obama - bring the dynamics of engagement into sharp relief, and offer a validated road map of how to guarantee profits in todays ever-more-challenging consumer engagement marketplace.