Brand Valued (ePub)

New techniques to refresh and recharge your brands

How do you establish and maintain a strong long-term
relationship between your brand and your consumers? Successful
brand managers know that it is all about trust and keeping the
consumers engaged.

The success of recent "green" campaigns as a means of connecting
with, satisfying, and attracting new consumers is just the tip of
the iceberg. As the international playing field continues to be
leveled, in order to sustain and expand their success, brand owners
must interact with their customers more than ever before, forging
new and stronger links, and increasing their stock of social
capital.

At last, there is a book that addresses the growing significance
of social capital in the business world. Brand Valued
explores how as the strength, depth, and quality of interactions
between a brand and its customers improve, increased opportunities
to demonstrate trustworthiness arise. This in turn creates a
self-fulfilling cycle, wherein trust begets social capital, which
begets more trust--and even shared thinking--not to
mention better sales.

Brand Valued will receive the full support of Havas, the
fifth largest global communication and marketing services group in
the world.

In easy to understand terms, and using concrete examples,
Brand Valued provides:

* The tools necessary to stimulate dialogue--and new ways of
thinking--between a brand and its intended audience

* Methods for extending brand messaging to wider audiences

* Ideas on how to make brands the engines of social capital,
getting rid of unsustainable practices to foster more sustainable
patterns of consumer behaviour

* Suggestions for the development of a new brand strategy that
reduces costs through innovative and lasting solutions to
problems

* Unpublished data on the role of consumer trust in new products
based on research carried out by the Havas Group across over 150
brands in nine different markets

* A wiki component to the book in an accompanying website.

Designed to forge stronger channels of dialogue and
communication with customers and consumers, the book is a must-read
for anyone committed to keeping their brand relevant in the
twenty-first century.