Companies like
American Girl, Best Buy,
Washington Mutual, and TiVo came out of
nowhere to
virtually own their
respective markets. How did they scoop their bigger and
wealthier competition? It wasnt through a fat marketing budget. It was because they kept their promises . . . and not just any promises, but dangerously ambitious promises. In fact, these companies
overpromised to lure customers inand then
overdelivered to keep them.
Rick Barrera, a respected marketing consultant and business lecturer, has studied these word-of-mouth-driven successes and concluded that they are masters of what he calls TouchPoint Brandingthe art of making sure that every point of contact between a company and its customers is well executed and fulfills an over-the-top brand promise.
Barrera explains how TouchPoint Brandings three major componentsProduct TouchPoints, System TouchPoints, and Human TouchPointscan create dramatic market differentiation. The companies featured in the book start with an extraordinary product (like the Hummer), supported by smoothly running systems (like the Sumerset Houseboats Web site), and add satisfying human contact (like the service at an American Girl store).
Its an old cliché in business that smart companies underpromise and overdeliver. But in todays crowded market, thats not enough. Barreras insights and case studies can help any company overpromise . . . and still overdeliver..
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