Zain Raj

This Book in One Paragraph

The marketing world must change because the consumer already has

And I’m not talking about the internet, digital and social media, or mobility. These are just channels to reach your target audiences.

Consumers no longer wish to be sold anything. They are looking for products and services that offer a new definition of value, which doesn’t necessarily include having the lowest price, and for companies that share their values.

You must create a bond with customers that actually changes their behavior and moves them from using your product occasionally to making it an integral part of their lives. That’s what I mean by “brand ritual.”

They provide a basic understanding of the important ideas about branding and marketing and how both have evolved over the past fifty years.

People who try to understand customer attitudes and behavior so they can guide them in ways that benefit their companies are marketeers.

Take a look at an episode of the award-winning pop television hit Mad Men.

It’s an endless tale of mediocrity rampant.

Whatever talent some of its characters might once have exhibited is now stuck fast in the mud of petty politics, stifling bureaucracy, and feckless management.