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Companies like American Girl, Best Buy, Washington Mutual, and TiVo came out of nowhere to virtually own their respective markets. How did they scoop their bigger and wealthier competition? It wasn’t through a fat marketing budget. It was because they kept their promises . . . and not just any promises, but dangerously ambitious promises. In fact, these companies overpromised to lure customers in—and then overdelivered to keep them.
Rick Barrera, a respected marketing consultant and business lecturer, has studied these word-of-mouth-driven successes and concluded that they are masters of what he calls TouchPoint Branding—the art of making sure that every point of contact between a company and its customers is well executed and fulfills an over-the-top brand promise.
Barrera explains how TouchPoint Branding’s three major components—Product TouchPoints, System TouchPoints, and Human TouchPoints—can create dramatic market differentiation. The companies featured in the book start with an extraordinary product (like the Hummer), supported by smoothly running systems (like the Sumerset Houseboats Web site), and add satisfying human contact (like the service at an American Girl store).
It’s an old cliché in business that smart companies underpromise and overdeliver. But in today’s crowded market, that’s not enough. Barrera’s insights and case studies can help any company overpromise . . . and still overdeliver.
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Rick Barrera is the president of Rick Barrera and Associates, a consulting company that designs and executes differentiating marketing strategies. An in-demand professional speaker, he is also the coauthor of Collaborative Selling and Non- Manipulative Selling.From Booklist:
Barrera, a marketing consultant, showcases remarkable businesses that have succeeded in making their brands irresistible to customers with a new approach to branding that is faster and more cost-effective than traditional methods and results in "owning" their respective markets. Citing companies such as American Girl, Google, and TiVo, the author explains how to create and keep breakthrough brand promise and how to master the use of three distinct contact points to deliver that promise. He coins the word TouchPoint to describe the key moments of interaction between a customer and a brand. Product TouchPoints are a big promise about the product or service delivered in a big way, Human TouchPoints occur with direct contact through sales and service, and System TouchPoints are process encounters. All TouchPoints are vital to success. While clearly an infomercial for Barrera's business, this is an excellent book that identifies important marketing strategies for today's complicated and competitive marketplace. Mary Whaley
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