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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 in232 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

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

If you're focused on selling more of what you've got to your existing customers, you're setting yourself up for a struggle. Research shows the most successful brands focus on attracting more customers, rather than just extracting money from existing customers.

In this transparent digital age, smart businesses leaders know that profitable growth comes from helping customers, not exploiting them. Attractive Thinking explores this principle, revealing the evidence on what works and what does not and setting out a proven method to get profitable growth, together with helpful case studies.

Chris Radford has developed the 'Attractive Thinking' method over 30 years transforming global consumer brands such as Pepsi, Mars, MiracleGro and many high-end service businesses.

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

232 Pages

B&W illustrations

ISBN: 9781788601030

Publication: November 01, 2019


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