Attractive Thinking

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

By: Chris Radford

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eBook | 1 November 2019

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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 business 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.

Industry Reviews

Chris's book cuts through all the marketing mumbo jumbo and provides a clear road map for anyone putting together a brand or business strategy. A disciple of Byron Sharp's marketing science, Chris explains in plain English how to create winning propositions that will attract more customers. Properly followed, the approach delivers buy-in across all levels and disciplines, so everyone feels involved and committed to the plan. That's a winning combination; super clear strategy and cross company commitment. If you are faced with a growth challenge, especially in a new role, you should adopt some 'Attractive Thinking'.