Author(s): Troy McKinna
How do impatient organisations build profitable brands, fast?The business world is obsessed with short-term results. Efficiency and cost-saving drives decision making. Marketers must do more with less. Yet marketing principles require patience and long-term strategies to see effect. This means the value of the whole brand is paying the price. What to do?It's time to reinvent marketing. To challenge what we have come to accept as the norm and to remember that a brand's value relies on our ability to solve a customer's problem, better than the competition. You will learn how to:1. Find your consumers' most valuable PROBLEM2. Design a CLEAR solution that delivers results3. Embed MEMORIES that last a lifetime4. Sell EXPERIENCES that drive future profit and growth.This book is not a guide for the feint-hearted. It's for brave brand custodians, leaders, founders, CMOs and CEOs alike. It includes the good, bad and ugly of rapid brand-building experience from Mars and Schweppes, to Four Pillars gin, Oakley and the Holden Commodore. Don't wait until you drown. Get focused, fit and fast, for the future, now.