Customers First
Dominate Your Market by Winning Them Over Where It Counts the Most
By: Bolivar J. Bueno
Published: March 15, 2012
Format: Hardcover, 224 pages
ISBN-10: 0071787879
ISBN-13: 978-0071787871
Publisher: McGraw-Hill
"Customers are skeptical. They've been lied to by just about everyone who's had the opportunity to do so", writes brand strategist, founder and managing partner of The Cult Branding Company, Bolivar J. Bueno, in his insightful and practical book Customers First: Dominate Your Market by Winning Them Over Where It Counts the Most. The author describes how a failure to connect with today's skeptical customers will render a brand irrelevant, and shares proven techniques for empowering customers and building extreme customer loyalty.
Bolivar J. Bueno understands that it's the customers, and not the company, that builds the brand. Without the passionate brand evangelists, and ensuring their loyalty, a brand risks losing its relevance in the marketplace. The author demonstrates both why and how customer loyalty must be understood and satisfied, to ensure brand relevance. If the customer, who the author calls the Brand Lover, is empowered and inspired, they will be transformed into crucial and effective evangelists. These extreme brand loyalists are the true makers of the brand, and it is critical for companies to engage and inspire these highly passionate customers.
Bolivar J. Bueno (photo left) provides the proven strategies and techniques to place the customer at the forefront of the company's marketing plan to empower them into passionate brand evangelists. For the author, the most powerful competitive advantage for any company is through a complete understanding of the brand's most devoted customers.
Since almost all, at least 90 percent of customer activity and actions are unconscious behavior, according to the author, it becomes possible to forecast accurately how customers will react and behave. This understanding of customer behavior forms the foundation for differentiating leading companies from their competitors.
Bolivar J. Bueno provides a framework for creating a brand model to describe the company DNA to create a powerful brand and business leadership edge. The author presents these concepts as follows:
* Modelling defined
* Building the brand model
* Deploying the brand model
For me, the power of the book is how Bolivar J. Bueno combines a strong theoretical framework for creating a customer oriented brand strategy, with the practical and proven strategies for executing the plan. The author shares his brand model concept, offering effective methods for placing company operations into harmony with customer desires and behavior. The author also provides a methodology for creating a company culture based on the customer first concept.
The author's principles draw on the latest in scientific and psychological research, combined with real world business experience and results. Bolivar J. Bueno also provides a series of case studies, featuring powerful and dominant industry leaders, and how these principles of understanding brand loyalists built their competitive brand advantage.
I highly recommend the results oriented and research based book Customers First: Dominate Your Market by Winning Them Over Where It Counts the Most by Bolivar J. Bueno, to any business leaders, brand marketers and managers, who are seeking a proven strategy from empowering customers to establish brand dominance. This book will change the way that you think about how brands are created, and why some brands are dominant in the market, and others are irrelevant to the consumer.
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