Create Brand Attraction

LIVING IN A MEDIA LANDSCAPE FILLED WITH NEW DEVELOPMENTS and rapidly evolving consumers, marketers have struggled to make sense of it all. Michael Kotick, a longtime senior marketing executive, helps you navigate the treacherous terrain in this essential guide for anyone concerned about building goodwill, boosting a brand, and making sales. Instead of overcomplicating modern marketing strategy with jargon, he explains how to use an intuitive, attraction-based framework to understand what successful marketers are doing, how theyre doing it, and where theyre headed next. He explores topics like pickup lines and why nice guys finish last, primarily using the psychology of attraction to uncover what people really want from brands today. He also shares case studies from some of the worlds best brands, including Chrysler, Burberry, and Sharpie. Go beyond Instagram envy, engagement rates, and the list of rules that marketers have created for themselves to get to the crux of the matter: being interesting and likable to Create Brand Attraction. This is not your average business book. Kotick begins by reminding us that marketers are people too, and our job is straightforward: We need to help people like our brands. From that insight, he lays out a refreshingly simple way to approach just about any new platform or marketing strategy challenge. Jason Burby, POSSIBLE, President, Americas In a refreshingly honest account of his own personal experience, Kotick succeeds at offering a how to framework without resorting to the same-old, same-old of other, far less readable, business books. Thomas Gensemer, Burson Marsteller, Chief Strategy Officer

Drawing the attention of tourists to different destinations around the world assists in the overall economic health of the targeted region by increasing revenue and attracting investment opportunities, as well as increasing cultural awareness of the area’s population. Strategic Branding Methodologies and Theory for Tourist Attraction investigates international perspectives and promotional strategies in the topic area of place branding. Highlighting theoretical concepts and marketing techniques being utilized in the endorsement of various destinations, regions, and cities around the world, this publication is a pivotal reference source for researchers, practitioners, policy makers, students, and professionals.

Religion is an evolutionary puzzle. It involves beliefs in counterfactual worlds and engagement in costly rituals. Yet religion is widespread across all human cultures and eras. This begs the question, why are so many people attracted to religion? In The Attraction of Religion, essays by leading scholars in evolutionary psychology, anthropology, and religious studies demonstrate how religion may be related to evolutionary adaptations because religious commitments involve fitness-enhancing behaviours that promote reproduction, kinship, and social solidarity. Could it be that religion is wide-spread, at least in the modern world, because it helps to facilitate cooperative breeding? International contributors explore the philosophical and theoretical arguments for and against the use of costly signalling, sexual selection, and related theories to explain religion, and empirical findings that support or disconfirm such claims. The first book-length treatment that focuses specifically on costly signalling, sexual selection, and related evolutionary theories to explain religion, The Attraction of Religion will be an important contribution to the field and will be of interest to researchers in the fields of evolutionary psychology, religion and science, the psychology of religion, and anthropology of religion.

Forget everything you’ve been told about maximizing Lifetime Customer Value. To take your business to the next level, you need a brand strategy that’s focused on attracting new customers, not exploiting existing ones. In this transparent digital age, smart business leaders know that profitable growth comes from helping customers, not exploiting them. Attractive Thinking sets out a ground-breaking methodology, developed during 30 years’ experience transforming brands for Pepsi, Mars, Miracle Gro and many high-end service businesses, to achieve exactly that. Discover the five key questions you must answer to create a better brand strategy and the tools to deliver it: clarity on what matters to customers; products and services that customers love; marketing that attracts them; and a team that is committed to delivering it. Attractive Thinking is a practical handbook for CEOs, managing directors and marketers who want to make the big-brand techniques work for them.

This has long been the one book that students can rely on to get them thinking critically and strategically about branding. This new fourth edition is no exception. THE definitive introductory textbook for this crucial topic, it is highly illustrated and comes packed with over 50 brand-new, real examples of influential marketing campaigns. Bullets: • Summarises the latest thinking and best practice in the domain of branding • All new real marketing campaigns show how branding theories are implemented in practice • Brought right up to date with a clear European and UK focus Undergraduate business and marketing students studying brand management will find this an invaluable resource in their quest to understand how branding really works.

Deo assembles 14 precepts which allow marketers to put into practice a new philosophy toward attracting clients, winning team cooperation, and building network business affiliates.