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Stop Listening to the Customer

Written by: Adam Ferrier, Jen Flemming - contributor
Narrated by: Alex Wyndham
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Publisher's Summary

If you want to stand out from the crowd, develop a clear and consistent brand voice, and ultimately build a fruitful business - listen to your brand. Stop Listening to the Customer offers insights into how consumers are driving homogeneity in brands and shares the proven strategies you can implement to amplify your own position in the world.

The customer is not always right. In fact, our obsession with the customer risks devaluing brands by making them generic and forgettable. Brands have become too consumer-led, where they are driven by journey-mapping, customer-centric design, and an excessive focus on consumer-driven data. Instead, try redressing the balance and be brand-led, where brands and businesses can truly become unique, interesting, and highly profitable.

Multi-award-winning brand strategist and consumer psychologist Adam Ferrier shares his contrary approach to building a strong brand in Stop Listening to the Customer. Backed by science, real-world examples, and extensive industry experience, Ferrier explores the dangers of listening to the consumer too much, shares lessons from successful businesses who prioritize their brand, and reveals the brand-building secrets of their success.
©2020 John Wiley & Sons Australia, Ltd. (P)2020 Gildan Media
Small Business & Entrepreneurship Personal Success Marketing & Sales
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Profile Image for Crystal

a bit pluggy

I loved this book minus the plugs. I understand why he did it but I will not be buying any of the books he mentioned.

It was clear and down to earth. I learned a lot and plan to use many of the ideas in my own small business.

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