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Attractive Thinking

The 5 questions that drive successful brand strategy and how to answer them

Chris Radford

This is a book for CEOs and Managing Directors who have a successful brand and want an evidence-based strategy that will accelerate growth.

Size: 216 × 140 × 13 mm / 8.5 × 5.5 × 0.5625 in280 PagesISBN: 9781788601030
Publication: November 01, 2019

Paperback

Available for preorder: this book will be shipped on its publication date of November 01, 2019

  • £15.99

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 businesses 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.


A former marketing director at Pepsi and managing director at HEAD sports, Chris launched his Differentiate strategy consulting firm in 1996. He has helped Mars create the Celebrations chocolate brand and turn Galaxy into the chocolate brand leader in the Middle East. He worked with Scotts to make Miracle Gro the market leader in gardening. He has helped many other CEOs and marketing directors in high-end business services to take their brand to the next level with his distinctive 'Differentiate' method. Chris is also a non-executive director and entrepreneur in the travel industry, and speaks and writes extensively about why businesses must focus on attracting new customers rather than extract more money from existing customers. He speaks regularly at industry conferences and run his own marketing and business events attracting important business decision makers and entrepreneurs.

Format: Paperback

Size: 216 × 140 × 13 mm / 8.5 × 5.5 × 0.5625 in

280 Pages

B&W illustrations

ISBN: 9781788601030

Publication: November 01, 2019


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