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As marketers in pursuit of consumer affections we ve learned that a catchy phrase, a clever logo, a useful product, and even our stunning good looks are not enough to persuade discerning customers to fall madly in love with us, let alone commit to a long-term relationship. Rather, it s how we make the consumers feel about themselves when they are in our presence that gives us access to their hearts and thus, a key into their lives. Get hold of an idea like that and you ve got a Cult Brand on your hands. But how do we unlock the mysteries the core-level human needs of the customer and inspire undying loyalty? Aspiring to such heights, although economically chivalrous, is in no way easy. In the "Cult Branding Workbook," the indispensable extension to the highly praised "The Power of Cult Branding" by Matthew W. Ragas and Bolivar J. Bueno (Crown 2002), Bueno shows us how to create enduring customer experiences that persuade consumers to line up, devoted hearts in hand. Combining contemporary business theory, humanistic psychology, and probing exercises, Bueno lays out an arsenal of tools guaranteed to help you understand and consistently focus on the deep human needs of your best customer.
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BOLIVAR J. BUENO (BJ) is a perpetual student of human behavior, a business philosopher, and creative strategist. He is the author of "Why We Talk" and the co-author of "The Power of Cult Branding." BJ operates Nonbox Consulting, a Consumer Insight Think Tank, in Orlando, Florida.
"About this title" may belong to another edition of this title.
Book Description Creative Crayon Publishers, 2007. Condition: Good. 1st. Shows some signs of wear, and may have some markings on the inside. Seller Inventory # GRP83460145