Author Description

<p><b>Don't let the customer get between you and building a strong valued brand</b></p> <p>If you want to stand out from the crowd, develop a clear and consistent brand voice, and ultimately build a fruitful business – listen to your brand. <i>Stop Listening to the Customer</i> offers insights into how consumers are driving homogeneity in brands and shares the proven strategies you can implement to amplify your own position in the world.</p> <p>The customer is not always right. In fact, our obsession with the customer risks devaluing brands by making them generic and forgettable. Brands have become too consumer-led, where they are driven by journey-mapping, customer-centric design, and an excessive focus on consumer-driven data. Instead try redressing the balance, and be brand-led, where brands and businesses can truly become unique, interesting and highly profitable.</p> <p>Multi-award-winning brand strategist and consumer psychologist Adam Ferrier shares his contrary approach to building a strong brand in <i>Stop Listening to the Customer</i>. Backed by science, real-world examples and extensive industry experience, Ferrier explores the dangers of listening to the consumer too much, shares lessons from successful businesses who prioritise their brand, and reveals the brand-building secrets of their success. With insights from Jules Lund, Lisa Ronson, John Newcomb, Rory Sutherland, and many more, this invaluable book will enable you to:</p> <ul> <li>Avoid the pitfalls of drowning in customer data</li> <li>Establish a strong, brand-led business</li> <li>Develop a unique brand by embracing and leveraging your weaknesses</li> <li>Define your brand</li> <li>Get your customers to invest into you</li> </ul> <p><i>Stop Listening to the Customer</i> is ideal for those looking to grow their brands and businesses by defeating consumer-driven mediocrity, standing out from the crowd, and listening their own brand.</p>