Read more
The customer is not always right. Far from it. What the customer wants is often at odds with what is best for the business or brand. Adam draws on his years of creative agency experience, the wisdom of other voices, as well as marketing science to outline the dangers of listening to the customer too much and reveals what you can do about it.
This book will show you how to build a strong brand or business.
List of contents
Dedications and thanks ix
Preface: getting from awkward to awesome xi
Introduction xv
1 Stop the consumer obsession 1
2 Consumers lie 13
3 Listening to the consumer eliminates value 29
4 Listening to the consumer makes your business homogeneous 47
5 They who hear their brand 65
6 Create the category 81
7 Define the brand 89
8 Gonzo marketing 1: Fire the CEO 111
9 Gonzo marketing 2: Put the customer second 123
10 Embracing the negative 133
11 Creating weakness 151
12 Ask what your consumer can do for you 165
13 The closing argument 173
Appendix: The 'how cool are you' questionnaire 177
About the authors 181
Endnotes 183
Index 189
About the author
Adam Ferrier is a multi-award-winning advertising creative, founder of the agency Thinkerbell and confestival s p a c e, a leading Australian consumer psychologist and creative strategist, a regular guest on Sunrise, The Project, and Gruen, and a renowned keynote speaker. He didn't listen to the customer when he wrote this book.
