Читать книгу Attractive Thinking - Chris Radford - Страница 5

Contents

Foreword

Preface and acknowledgements

Introduction: What is Attractive Thinking and why does it work?

Part I: Why does Attractive Thinking work?

1 Start with the customer

2 How to understand customers

3 Why is it so difficult to get it right?

Part II: How to apply Attractive Thinking

4 The five questions and why

5 PINPOINT: Who are our customers and what are their problems?

6 POSITION: How can we solve the problem and stand out?

7 PERFECT: How do we create a product, service or message that delivers this?

8 PROMOTE: How do customers find out about it and where do they buy it?

9 PITCH: How do we engage our shareholders, board directors, colleagues and customers?

10 Conclusion: a brand strategy that everyone is convinced will work

Further reading and useful websites