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Building Customer-Brand Relationships
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Comments/Reviews
Description: Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view--that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to "sell," the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial.
Building Customer-Brand Relationships is themed around the four key elements marketing communicators use in developing programs--audiences, brands, delivery, and content--but provides an innovative approach to marketing communications in the "push-pull" marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or "pull" media of Internet, mobile communications, social networks, and more. Its "customer-centric" media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.
Selected Contents:
Preface: Who Needs Another Campaign Book?
1. Customers and Brands: Marketplace Drivers for All
Setting the Stage: Key Challenges and Requirements for Brand Marketers
Moving Beyond Campaigns to Developing Relationships
Clarifying the Terms
Brand Communication
The Changing World of Communication and Media
Needed: A Customer-Centric, Holistic View of Brand Communication
PART I. UNDERSTANDING CUSTOMERS: HOW THEY THINK AND HOW THEY BEHAVE
2. All Marketing Starts with Customers
Expanding the Concept of a Customer
Visualizing Customer Relationships
The Challenge of Achieving Customer Focus
The SIVA System
3. Developing Customer Insights
The Consumer's Decision-Making Process
Influences on Customer Decision-Making
How Consumers Learn
Environmental Influences
4. How Customers Think
The Communication Model
The Mind of the Market
The Filing System
Biology and Emotion
More on Motivation
The FCB Grid
5. Identifying Customer Needs, Wants, and Desires
The Need for Targeting
Managing Communication among the Six Markets
6. Finding Customer-Brand Connections
Secondary Data
Primary Research
Qualitative Research
Relationship Research
7. Data: Using the Database to Separate the Good and Bad Customers
What Marketers Know about Customers: Types of Customer Data
Leveraging Customer Information: A Framework
Using and Analyzing Customer Data
Valuing Customers and Prospects
The Issue of Customer Profitability
PART II. ACCOUNTABILITY: MARKETING'S BIGGEST CHALLENGE
8. Customer-First Planning: From the Outside In
The Historical Base for Current Customer-Brand Relationship Measurement
Three Challenges
The Three Pathways Model of Customer-Brand Relationship Measurement
Pathway 1: Customer-Based Attitudinal Measures
Pathway 2: Short-Term Incremental Brand Sales
Pathway 3: Branded Business Value
A General Model for Brand Valuation
9. Investing in Customers, Not Marketing Communication
Above and Below-the-Line Complications
Why Should the Firm Invest in Marketing and Communication Programs?
Traditional Methods of Marketing and Communication Budgeting
Basing Budgets on the Value of Customer-Brand Relationships
Lifetime Customer Value and Customer-Brand Relationships
PART III. COMMUNICATING WITH CUSTOMERS IN A FRAGMENTED MARKETPLACE
10. Touching Customers with Communication
Media Multitasking
Relevance and Receptivity
Understanding Brand Contacts
Engagement
11. Delivering Customer Communication Connections
Changes in the Twenty-First-Century Media Marketplace
The Traditional Media Planning Model
The Media Consumption Planning Model
Other Consumer-First Media-Planning Models
Changing the View of Media
Moving Forward to a New Model
12. Customer Consumption of Communication
The Culture and Evolution of Media Research and Audience Measurement
Measuring the Audience and Effect of Advertising Media
Measuring the Audience and Effect of Other Delivery Systems
Omnibus Issues in Media and Audience Measurement
13. Outbound or Push Communication Delivery Systems
Advertising Media
Other Media Delivery Systems
14. Interactive or Pull Communication Delivery Systems
Experiential Marketing
Interactive Communications
Person-to-Person Interactive Marketing
Digital Interactive Marketing
The Holistic Consumer Experience and Activation
PART IV. THE RIGHT MESSAGE TO THE RIGHT AUDIENCE AT THE RIGHT TIME
15. Linking Customers and Marketers with Value Propositions
Developing the Value Proposition
The Customer-Brand Relationship Strategy Development Form
Example One: Target and Ultimate Customers
Example Two: Customer Relationship Management Product
16. Communicating Brand Value to Customers
Brand Knowledge
Push versus Pull Communications
Push Communications for Messages
Push Communications for Incentives
Pull Communications
"What Happens Here, Stays Here": Applying Push and Pull Communications
17. Next Steps in Building Customer Brand Relationships
Where Do We Go from Here?
Starting with Customers and Prospects
Reeducation in Marketing Communication
Index
About the Authors
Comment(s): "Finally, a campaigns book that focuses on the customer. Building Customer-Brand Relationships is the right book for the times-its outside-in orientation helps learners, professors, and marketers approach campaign building within a customer-controlled marketplace. While showing how campaigns can be more effective in this new era, Building Customer-Brand Relationships also provides the reader with important, over-arching lessons in marketing thinking." -- Charles H. Patti, Ph.D., James M. Cox Professor of Customer Experience Management and Director, IMC Program, University of Denver
"Everybody is talking about the importance of starting and maintaining a conversation between your brand and consumers. Don Schultz and his co-authors' new book, Building Consumer-Brand Relationships, gives you a blueprint for doing this. Don takes us beyond tired, old concepts into a new world of accountability and consumer-focused marketing communication programs, with fresh new models and systems for starting and keeping that consumer-brand relationship." -- Bruce Vanden Bergh, Michigan State University
"Who needs another campaigns book? The answer: Anyone who intends to prepare the next generation of advertisers. Don Schultz and company are masterful in this book in showing instructors how to adapt to the ever-changing environment in which we teach, as well as for the advertising environment we are preparing our students to enter. This really isn't a campaigns book. Although it intricately weaves the consumer/brand foundation through the campaign process, the focus is on the fundamentals of today's brand environment - consumer, accountability, delivery and messaging. The ultimate benefit of this text is that it perfectly situates the student in the real world of strategic decision-making while providing instructors powerful teaching resources. This is the book for the next generation - of students, professors and advertisers." -- Jan S. Slater, University of Illinois
"This is a novel text, looking at brands and brand relationships from a customer perspective. While marketers in the twenty-first century market have by and large lost control of the communication process, Building Customer-Brand Relationships offers a useful relationship-centric approach to brand communication based on the fact that most customers have a history with a firm and its goods and services. The book reinvents marketing communications." -- Christian Grnroos, Chair, Center for Relationship Marketing and Service Management, Hanken School of Economics, Finland
    
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